虚拟品牌社群顾客互动对顾客参与创新的影响机制研究

The Impact Mechanism of Customer Interaction in Virtual Brand Community on Customer Participation in Innovation

本研究基于社会认同理论,从品牌认同和虚拟社群感的双重视角,探讨企业-顾客互动和顾客-顾客互动对顾客参与创新的影响及其内在机制。研究结果表明,在虚拟品牌社群中,顾客-顾客互动、企业-顾客互动均对顾客参与创新产生影响;品牌认同、虚拟社群感(成员感和影响力)在两种互动与顾客参与创新之间存在完全中介作用,虚拟社群感中的沉浸感不存在中介作用。

Based on the theory of social identity, this paper explores the impact of enterprise-customer interaction and customercustomer interaction on customer participation in innovation and its influence mechanism, from the dual perspectives of brand identity and virtual community. The results show that in virtual brand communities, customer-customer interaction and enterprise-customer interaction have impacts on customer participation in innovation;brand identity and virtual community sense (membership and influence) exert full mediating effects of the two interactions and customer participation in innovation, while immersion in virtual community has no mediating effect.