品牌共建视角下参与品牌社群的影响因素研究

Research on the Affecting Factors of Brand Community Participation from the Perspective of Brand Co-creation

品牌共建过程中产生的合作体验代替传统的顾客让渡价值成为当前市场环境下构建品牌社群吸引力的关键。文章在继承让渡价值理论研究成果的基础上,以品牌共建的过程为线索,构建利益相关者参与品牌社群的双路径模型,并分别对让渡价值激励路径与合作体验驱动路径进行分析,从而提出了结合让渡价值与合作体验的品牌社群参与模式,之后采用EFA与CFA对模型进行了验证,发现物质让渡价值、精神让渡价值、社群关系、社会资本及活动乐趣五个影响品牌社群参与的核心因素。最后,依据这五种因素提出用于指导企业实践活动的建议。

Cooperation experience during the process of brand co-creation has replaced traditional customer delivered value, as the key to the success of construction of brand community in the current market environment. With the inheritance of the research achievements on customer delivered value theory, this paper builds a dual-route stakeholders brand community participation model on the basis of the process of brand co-creation, analyzes the incentive route of delivered value and the driven route of cooperation experience respectively, and brings forward a brand community participation model with the combination of delivered value and cooperation experience. Then, the paper, by employing EFA and CFA to explore and test the model, reveals five core factors affecting brand community participation：material delivered value, spiritual delivered value, community relations, social capital and fun activities. Finally, it puts forward some suggestions to guide business practice based on the above five factors.