知识分享对虚拟品牌社区价值共创的作用机理

Research on the Influencing Mechanism of Knowledge Sharing on the Value Co-creation of Virtual Brand Community

虚拟品牌社区成员可以在没有社会地位、层级和规则的约束下,自由地与社区内外部成员进行沟通交流,分享知识,同时为企业维护顾客关系、开发新产品、解决管理问题等出谋划策,实现价值共创。通过对498个样本进行实地调研,运用结构方程模型对虚拟品牌社区中成员知识分享与企业价值共创之间相互作用机理进行深入探讨,结果表明:经济利益满足、帮助愉悦满足、知识自我效能、仪式和传统、道德责任对知识分享没有显著影响;自我提升满足、品牌知识效应对知识分享行为具有显著的正向影响;品牌认同充当了同类意识和知识分享行为的中介变量;知识分享对价值共创具有明显的正向作用。虚拟品牌社区建设者和管理者应更多地从成员结果动机出发,设计出更有吸引力的激励措施;在平时的营销活动中做好消费者教育和引导工作,让目标消费者对产品有更深刻的认识,提升品牌的知名度,增加顾客黏性;增强虚拟社区成员的同类意识,维护消费者对品牌社区的良好认知。

With the extensive penetration and penetration of the Internet,members of virtual brand community can freely communicate with members of the community,share knowledge,and realize the value creation of virtual brand community without the constraints of social status,hierarchy and rules.Enterprise managers are gradually aware of the important value of virtual brand community as a communication platform.It can not only maintain the management of community members and customer relations,but also play a role in new product development,enterprise management problem solving and so on,and then realize the value co-creation of virtual brand community.The authors investigate 498 samples by designing questionnaires and explore the interaction mechanism between knowledge sharing and corporate value creation by using structural equation model. The results show that:economic benefit satisfaction,help satisfaction,knowledge self-efficacy,ritual and tradition,and moral responsibility have no significant impact on knowledge sharing;full and brand knowledge effects have a significant positive impact on knowledge sharing behavior;brand identity acts as an intermediary variable of similar awareness and knowledge sharing behavior;and knowledge sharing has a significant positive effect on value creation.People who in charge of the building and managing of virtual brand community should,first,start from the members'resultative motivation and design more attractive incentive measures;second,they should do a better job in consumer education and guidance,make target consumers have profound understanding of the product,improve brand popularity,and increase customer stickness;and third,they should enhance the members'Consciousness of Kind,and maintain consumers'good identity of brand community.