虚拟品牌社区顾客间互动对顾客参与价值共创的影响研究——以体验价值为中介变量

Research on the Effect of Customer-to-Customer Interaction of Virtual Brand Community on Customer Participation in Value Co-creation by Taking Experiential Value as Mediating Variable

根据层次体验模型,将虚拟品牌社区中的顾客体验价值划分为功能体验价值、情感体验价值和社会体验价值,并以顾客体验价值为中介变量探究了顾客间互动对顾客参与价值共创的影响。通过结构方程模型对374份来自虚拟品牌社区成员的问卷进行了分析。结果表明:产品互动对3种体验价值都有正向影响;人际互动则对情感体验价值和社会体验价值有正向影响;同时情感体验价值和社会体验价值对顾客参与价值共创有积极影响;而体验价值在顾客间互动对参与价值共创的影响中发挥中介作用。

Base on the layered experience model,the customer experience value is divided into function experience value,emotion experience value and social experience value.This research takes customer experience value as the intermediary variable to explore the impact of customer-to-customer interaction on customer participation in the value co-creation.Using structural equation model,374 questionnaire data from the virtual brand community members were analyzed.The results show that product interaction has positive impact on the value of three kinds of experiences;interpersonal interaction has positive impact on emotional experience value and social experience value,while emotional experience value and social experience value have positive impacts on customer participation in value co-creation;experience value mediates customer-to-customer interaction and customer participation in value co-creation.