社区创新氛围与外向型知识共创:内部人身份认知的中介作用

An Empirical Study on Relationship between Virtual Brand Community's Innovation Climate and Extroverted Knowledge Co-Creation:The Medium Role of Perceived Insider Status

基于理论分析及对10个智能手机品牌社区中230位参与创新顾客的大样本问卷调查和结构方程模型分析,结果发现:虚拟品牌社区创新氛围的任务导向、社区支持和顾客赋权维度对顾客内部人身份认知均有显著正向影响;内部人身份认知在任务导向与外向型知识共创的正向影响关系中起完全中介作用,在社区支持、顾客赋权与外向型知识共创的正向影响关系中起部分中介作用;知识势差在内部人身份认知与外向型知识共创的正向影响关系中起负向调节作用。

Based on the theoretical analysis and the empirical analysis of using SEM to analyze large sample questionnaires of 230 candidates from 10 smart-phone virtual brand communities, this paper found that there is a positive correlation between three dimensions of virtual brand community innovation climate-task orientation, community support, customer empowerment and customer-enterprise extroverted knowledge co-creation. Perceived insider status partially mediates the positively correlation between task orientation and customer-enterprise extroverted knowledge co-creation, but it plays a completely medium role between community support, customer empowerment and customer-enterprise extroverted knowledge co-creation. And knowledge potential difference moderates the rela- tionship between perceived insider status and extroverted knowledge co-creation.