价值共创互动行为对品牌权益的作用研究

Research on the Effect of Value Co-creation Interactive Behavior on Brand Equity

客户参与互动能够帮助设计和管理创新型品牌产品,如何发挥客户的积极作用成为企业进行品牌价值创造的迫切需要。本研究基于价值共创理论视角,构建了价值共创互动行为、感知价值和品牌权益三者之间的关系模型,着重研究了服务产业领域客户参与互动对品牌权益的内在机理作用。以411名样本成员作为研究对象的实证研究发现:在价值共创模式下,知识共享和关系能有效地引导客户参与互动;情感价值可以通过影响客户的偏好和评价来提升客户的感官愉悦,功能价值作为一种外在响应的价值,为客户创造体验的实用性和手段性,这有利于客户积极参与互动,促进品牌价值创造,增强品牌权益;在互动行为对品牌权益的影响上,情感价值对这一路径的增进效用更突出。关于价值共创互动行为与品牌权益的关系研究,较少涉及实证研究。本研究证明了价值共创互动行为对品牌权益的作用机理,并通过提出关系框架丰富了对价值共创的概念的理解,有助于推动未来的理论研究和引导企业探寻有效提升品牌权益的方式途径,促进我国服务产业的经济发展。

The service is no longer a commodity but a foundation of value co-creation. Customers now try to play a role in each part of the business systems, use new methods and operational resources,and construct interactive relationship with the enterprises. Relevant stakeholders who play the positive role are needed in the enterprise brand value creation. Value co-creation interactive behavior can help design and manage innovative brand products. Therefore, this paper mainly explores the following three problems： first, do the knowledge sharing and relationship, which are the paths of value co-creation,affect interaction behaviors？ second, does customer participation interaction affect brand equity in the industry service field？ third, does perceived value play a mediation effect between customer participation interaction and brand equity？ how is the mediating effect？ Based on value co-creation theory, this paper researches the impact of consumer participation interaction on brand equity. First, this paper introduces the knowledge sharing and relation as the path variables, and discusses the impacts of the two paths on interaction behaviors in a value co-creation model. Then, it introduces the perceived value as the mediator variable, and analyzes the impact mechanism of customer participation interaction,perceived value and brand equity. We use 411 sample members as research subjects, using the method of descriptive statistical analysis,multiple regression analysis and Bootstrap to study.The results show that：first,knowledge sharing and relation can effectively guide customers to participate in interaction in the value co-creation model.Second,affective value can enhance the customers’sensory pleasure by affecting customer preferences and evaluation,functional value is an external response to valuation and creation of the practicality and means of experience for customers,and perceived value can raise customer participation interaction,promote the brand value creation and enhance brand equity.Third,in the path of interaction behaviors on brand equity,affective value mainly influences this path.This paper studies the customers participating in value co-creation in the service industry and proves the effect mechanism of the value co-creation interaction behavior on brand equity,providing a new perspective for explaining the relationship between customer participation interaction and brand equity.It makes a better understanding of the concept of value co-creation by proposing a relational framework,which can help to promote future theoretical research and guide enterprises to explore ways to improve brand equity effectively.Otherwise,this paper guides customers to participate in value creation,stimulates customers interaction behavior with the enterprises,and provides brand value creation and brand equity appreciation of management implications and recommendations for service enterprises in China.