共创体验视角下虚拟社区环境对价值共创行为的影响

社会化商务环境中,虚拟社区成为越来越多企业进行价值共创的平台。本文从共创体验视角出发,整合权变理论、社会网络理论、价值共创理论,运用实证研究方法分析虚拟社区环境对价值共创行为的作用机制,并在此基础上研究访问频率的调节作用和顾客体验的中介效应。结果表明:虚拟社区环境对价值共创行为具有正向影响;顾客体验在虚拟社区环境与价值共创行为关系中具有部分中介作用;访问频率负向调节虚拟社区环境与顾客体验之间关系。依据研究结论,提出积极培育虚拟社区环境、关注顾客体验与感受、基于顾客参与现状作出合理决策等启示建议,旨在促进企业与顾客之间形成稳定的互动关系,对可持续的价值共创具有重要的理论指导意义和实践价值。

In social commerce environment,the virtual community becomes a platform for more and more enterprises to create value.This paper integrates contingency theory,social network theory and value co-creation theory,empirically analyzes the mechanism of virtual community environment on the role of value co-creation behavior,and studies the moderating effect of access frequency and the mediating effect of customer experience.Results show that:virtual community environment has a positive impact on the value co-creation behavior;customer experience plays a partial mediating role on the relationship between virtual community and value co-creation behavior;access frequency negatively moderates the impact of virtual community environment on customer experience.According to the research conclusions,the paper puts forward feasible suggestions,such as actively cultivating virtual community environment,paying attention to the customer experience and feeling,making reasonable decision based on the current situation of customer participation,in order to promote the formation of stable interaction relationship between enterprises and customers,which has important theoretical guiding significance and practical value for sustainable value co-creation.