品牌社群对顾客价值感知和创新的影响研究

The Influence of Brand Community on Customer Value Perception and Innovation

近年来,品牌社群作为消费者群体性虚拟组织迅猛发展,为我们解读顾客价值提供了重要途径。文章认为,品牌社群的特征影响着顾客价值感知和顾客价值创新。通过实证分析可知,品牌社群技术性及品牌社群参与性等对顾客价值感知有正向影响,品牌社群共同意识、道德责任感及品牌社群技术性对顾客价值创新有正向影响。品牌社群运营者可以通过提高品牌社群技术性、促进成员的共同意识、道德责任感和参与性等方面做出行动,以促使成员更好地感知焦点品牌的顾客价值并且参与价值创新,品牌企业也可以通过关注和引导品牌社群的发展增强企业的竞争力。

Recently, brand community, as a fast growing customer organization, provides an important path for our interpretation of customer value. We argue that the characteristics of the brand community affect consumer value perception and consumer value innovation. The survey reveals that consumer value perception is positively influenced by technical traits and the consumer involvement in the brand community. The consumer value innovation is positively influenced by shared consciousness, a sense of moral responsibility and technical traits of the brand community. Based on the research results, the authors then give some advices to brand community operators on how to build brand communities and offer some measures to brand enterprises on the brand community guidance for more competitive power.