虚拟品牌社区中顾客的调节焦点对创新行为的影响机制研究

The Influence of Consumers' Regulatory Focus on Innovative Behavior in Brand Community

品牌社区中的顾客创新行为是近年来营销学领域的一个前沿主题。目前,尽管有学者开始探讨顾客创新行为的驱动因素,但是对于顾客的调节焦点如何影响创新行为还缺乏深入探索。探讨品牌社区中顾客的调节焦点对创新行为的影响机制,尤其是通过调节匹配理论解释顾客互动在其中的中介作用。通过对小米公司品牌社区的295份有效问卷分析表明:顾客的促进型调节焦点对创新行为有显著正向影响,而防御型调节焦点则对创新行为有显著负向影响,并且,这些影响受到顾客互动的数量、范围和模式的完全中介。

Consumer innovation in brand community is a fro i University, Shanghai 200092, China） ntier research topic in marketing area in recent years Although some researchers began to explore the antecedents of consumer innovative behavior, the research on the relationship between consumers＇ regulatory focus and innovative behavior still remains incomplete. The study exa- mines the effects of consumers＇ regulatory focus on innovative behavior, in particular, the mediating role of consumer-to-consumer interaction by regulatory fit theory. Utilizing a sample of 295 members in Xiaomi Co. commu- nity, the results indicated that consumers＇ promotion focus had significantly positive effect on innovative behavior, however, consumers＇ prevention focus had significantly negative effect on innovative behavior. Moreover, quantity, scope and mode of consumer-to-consumer interaction played a complete mediating role in it.