在线品牌社区用户间互动对产品创意质量影响的实证研究

Empirical Study on Influence of Interaction among Users in Online Brand Communities on Quality of Product Idea

以个体创造力的相关理论为基础,通过收集小米公司在线社区——MIUI论坛中562名个体用户的相关数据,实证分析了在线品牌社区用户间互动(互动广度和互动深度)对用户产生的产品创意质量的影响,以及互动深度对互动广度与创意质量间关系的调节作用。结果表明:用户间互动广度与创意质量之间存在倒U形关系;用户间互动深度对创意质量有显著的负向影响;互动深度负向调节互动广度与创意质量的关系。

Based on the related theory of individual creativity,this paper empirically studies the influence of the interaction among users in online brand community on the quality of product idea,and the moderating effect of interaction depth on the relationship between interaction breadth and the quality of product idea by using the data of 562 individual users collected from MIUI Forum,a Xiaomi brand community.The results show as follows：there is an inverted U-shaped relationship between interaction breadth and quality of product idea;interaction depth is negatively related to the quality of product idea;interaction depth negatively moderates the relationship between interaction breadth and the quality of product idea.