共创价值模式下消费者知识贡献影响因素研究——社区认同的形成及作用

Research on the Antecedents of Knowledge Contribution Behavior in Consumer Value Co-creation Process: Formation and Consequence of Social Identification

在消费者共创价值这一新兴模式下,探讨社区主办企业管理行为、社区认同和消费者知识贡献行为之间的关系。基于来自我国企业虚拟社区成员的403份调查问卷,通过结构方程模型方法对概念模型进行实证检验。结果发现,社区认同对知识贡献行为存在显著的正向影响;主办企业的促进认可、增加成员嵌入和物质奖赏三种社区管理行为对社区认同的形成有显著的促进作用;其中促进认可还对消费者知识贡献行为有直接的正向影响。

Based on the emergence of consumer value co-creation, this research explored the relationships between host firm management practice, social identification and knowledge contribution behavior. The theoretical model and hypotheses are tested by valid data collected from 403 firm-hosted virtual community members in China. The structural equation model results indicate that social identification positively effects consumer knowledge contribu- tion behavior. Host firm＇s efforts to encourage recognitions, foster member embeddedness and provide extrinsic re- wards have positive effects on the formation of social identification, while effort to encourage recognitions also has positive impact on consumer knowledge contribution behavior directly.