虚拟品牌社区顾客信息获取对价值共创的影响模型构建

Theoretical Model Construction to Analyze the Effect of Customer Information Acquisition on Value Co-creation in Virtual Brand Community

[目的 /意义]针对虚拟品牌社区顾客信息获取和价值共创问题,探讨顾客在虚拟品牌社区中多种信息获取对社区价值共创的影响机理,可提出管理启示,为虚拟品牌社区信息管理提供参考。[方法 /过程]结合价值共创和品牌关系相关理论,引入描述社区关系质量状况的3个维度要素,建立虚拟品牌社区顾客信息获取对价值共创影响的分析框架,并对各因素间影响机理进行详细分析。[结果 /结论]在虚拟品牌社区中,顾客企业信息获取、引导信息获取和关系信息获取,能够积极影响其社区沉浸、社区依恋和社区互动状态,有利于改善社区中顾客-社区之间的关系质量,进而促进虚拟品牌社区价值共创行为的产生。

[ Purpose/significance ] In order to solve the problems of customer information acquisition and value co- creation, the paper discusses the effect of various customer information acquisition on value co-creation, proposes the man- agement implications, and provides references for information management in virtual brand community. [ Method/ process ] With the theories of value co-creation and brand relationship, the paper introduces the 3 dimensions of communi- ty relations quality, constructs the framework model of customer information acquisition and value co-creation in virtual brand community, and analyzes the mechanism of factors. [ Result/conclusion ] Customer information acquisition in- cludes enterprise information acquisition, guidance information acquisition and relational information. Customer informa- tion acquisition can positively impact their community flow, community attachment and community interaction state, be conducive to improve the relationship quality of customer-community and customer-customer, and promote the value co- creation of virtual brand community.