基于价值共创的服装新型社群平台运行模型构建

Construction of new community platform of clothing based on value co-creation

为了使服装新型社群平台更好地运营以满足服装消费者的个性化需求,促进服装产品改进创新,提高企业响应用户需求的能力,从价值共创视角对服装新型社群平台运行进行系统性的研究。文章运用扎根理论方法提取社群平台运行的影响因素并基于文献建立研究假设构建模型,通过结构方程对调研数据进行实证分析。最终得到服装社群平台运行的影响因素为平台基础体系、平台运行环境及用户价值共创行为。通过验证得到服装新型社群平台基础体系、平台运行环境分别对用户价值共创行为具有显著正向影响,用户价值共创行为对平台共创价值有显著正向影响。

In order to netter operate the new community platform of clothing to meet the personalized needs of clothing consumers,promote the improvement and innovation of clothing products,improve the ability of enterprises to respond to user needs,the operation of new community platform for clothing was systematically studied from the perspective of value co-creation.The grounded theory method was used to extract the influence factors of community platform operation.Besides,the research hypotheses and model were established based on the literature and then the structural equation was used to empirically analyze the questionnaire data.Finally,the factors influencing the operation of the clothing community platform were gained as below:basic system of the community platform,the platform operating environment and users’value co-creation behavior.Through verification,the basic system of the new community platform of clothing and the operating environment of the platform have a significant positive influence on users’value co-creation behavior respectively,and the users’value co-creation behavior has a significant positive influence on the co-creation value of the platform.