社会网络环境下网络品牌粘性构建的复杂结构路径——消费者共创视角

Complex Configuational Paths to Online Brand Stickiness in Social Networking Era——Based on Consumer Co-creation Perspective

社会网络环境下的网络服务创新及品牌管理更加凸显民主化,如何提升用户粘性是当下学术界及企业界关注的重要问题。文章基于消费者共创及体验价值视角研究社会网络情境下网络品牌粘性构建的复杂结构路径。为揭示消费者共创及体验价值与网络品牌粘性间复杂的因果关系,揭示多种逻辑条件组合的可行性,本研究将模糊集定性比较分析法(FSQCA)应用于品牌管理领域的研究,并从发帖行为(积极参与)和潜水行为(消极参与)来诠释消费者共创行为的参与度,揭示不同参与程度消费者形成网络品牌粘性的复杂结构路径。结果表明:消费者共创性及体验价值各维度对不同参与程度消费者的网络品牌粘性的影响存在多种因果路径。本研究不仅从理论上进一步丰富和完善社会网络环境下消费者协同创新行为理论、社会化服务创新理论、网络消费者习惯性粘性行为理论及网络品牌管理理论,而且对企业有针对性地制定消费者共创及体验战略提升网络品牌粘性具有重要实践意义。

While innovation and brand management in the social networking era evolves to be more democratized, some pioneering firms are experiencing with the creation of online brand stickiness to involve consumers in innovation and online branding. This study explores the configurational paths to online brand stickiness based on consumer co-creation and experiential value perspective. To exp- lore complex patterns of causal interrelationships between antecedents of online brand stickiness, this study applies fuzzy set qualitative comparative analysis（FSQCA） to the brand management filed. Moreover, configurational paths of different consumer participation in coc- reation（lurking and posting） is also investigated. The results reveals complex substitutive and complementary relationships between factors leading to online brand stickiness. These findings not only contribute to the understanding of consumer co-creation, consumer online stickiness behavior and online branding theory, but also have managerial implications and significance on how can corporations build online brand stickiness effectively.