虚拟品牌社区顾客价值共创互动行为的测量及验证

Measurement and Verification of Customer Value Co-Creation Interactive Behaviors within Virtual Brand Community

虚拟品牌社区是价值共创的典型平台,互动是价值共创的行为轨迹,而顾客是互动的核心主体。顾客在价值共创互动过程中的行为对企业的重要性不言而喻,但如何测量这一行为一直是学术界的难题。通过文献研究、情境体验及访谈方式萃取的虚拟品牌社区顾客价值共创互动行为是由求助、人际互动、反馈、倡导和助人5个维度构成,开发了由15个题项组成的测量量表。在线问卷调查获取的数据证明虚拟品牌社区顾客价值共创互动行为由求助、人际互动、反馈与倡导4个维度构成,测量量表的信效度良好。研究成果为企业平台全面把握顾客在价值共创过程中的互动轨迹,继而提高平台的管理水平等提供了科学的依据。

Virtual brand community is a typical platform for value co-creation,and interaction is a behavior trace of value co-creation,while customer is the kernel body of the interaction.It goes without saying that customer＇s behavior in the interactive process of value co-creation is of great importance to the enterprises,but how to measure this behavior is always a difficult problem to the academic world.By way of literature research,interview and situational experience,the customer value co-creation interactive behavior within virtual brand community is extracted to be formed on five dimensions：seeking help,interpersonal interaction,feedback,advocacy and helping others.Then a measurement scale made up of 15 items is developed.The data obtained from online questionnaire survey proves that the customer value co-creation behavior within virtual brand community comprises such four dimensions as seeking help,interpersonal interaction,feedback and advocacy.The reliability and validity of the measurement scale is quite good.The research results provide the scientific basis for the platform/enterprises to comprehensively grasp customer＇s interactive track in the value co-creation process and further to improve the management level of the platform.