基于互动的顾客间价值共创维度构建——以虚拟品牌社群为例

得益于社会化媒体的蓬勃发展和移动互联网的快速渗透,营销实践中的顾客间互动日益频繁,顾客间的价值创造活动越发普遍。然而,发生在顾客间的价值共创研究却十分匮乏。概念模糊、内涵不清制约着该领域研究的进一步深入。本文在梳理顾客间价值共创研究源起和研究现状基础上,通过对价值共创互动本质的分析并结合价值共创理论对价值的界定,以虚拟品牌社群为例,分析了顾客间价值共创的概念内涵,验证了顾客间价值共创的维度构成包括产品信息交互、正面情感传递和自我认同表露。研究结论不仅能够促使企业正确认识顾客间互动,进而帮助企业合理利用顾客间价值共创,而且也为顾客间价值共创的进一步研究提供了概念上的支持。

Because of the vigorous development of social media and the rapid penetration of mobile internet,customer to customer interaction in marketing practice is increasingly frequent,and customer to customer value co-creation(CCVCC)activities are becoming more and more common.However,the research on CCVCC is very scarce.The unclear concept and dimension may be the key reason for the lack of research in this field.On the basis of combing the origin and current research situation of CCVCC,this paper discusses the concept and connotation of CCVCC by analyzing the interaction essence and the value definition of value co-creation theory,and verifies that CCVCC is composed of product information interaction,positive emotion transmission and self identity disclosure.The research conclusions provide theoretical support for further research on CCVCC,and also help enterprises to correctly understand and rationally utilize this increasingly active customer behavior.