基于虚拟社区领先用户视角的价值共创研究

Value Co-creation of Lead User Based on Virtual Community

以虚拟社区为载体,采用SEM方法验证了领先用户与两种类型价值共创行为之间的关系,研究发现:虚拟社区环境下,领先用户的合作意愿、创新能力、产品知识和互动特性对其参与企业发起的价值共创有显著正向影响;其中,领先用户的合作意愿、创新能力和产品知识也同样对其参与自发的价值共创有显著正向影响。基于研究结论为企业提供了虚拟社区及领先用户的相关管理启示。

; The relationship between the lead users in virtual communities and two types of value co-creation be-havior is demonstrated by applying structural equation modeling （ SEM ） method. The study shows that within virtual communities,lead users’ willingness to cooperate, capability to create, product knowledge and interac-tivity have significantly positive influence on value co-creation sponsored by enterprises. Meanwhile,lead users’ willingness to cooperate, capability to create and their knowledge on product have significantly positive influence on autonomous value co-creation as well. Based on this study, some suggestions are proposed on the management of virtual communities and lead users.