虚拟品牌社群价值共创行为机制——基于计划行为理论视角

Value Co-Creation Behavior Mechanism in Virtual Brand Community:Based on the Perspective of Planned Behavior Theory

基于计划行为理论视角构建了虚拟品牌社群中顾客价值共创行为产生的机制和形成过程模型.通过对来自各大品牌社群的462份调查问卷进行结构方程模型和分层回归分析,研究发现:顾客感知的实用价值、社会价值及享乐价值积极影响顾客的价值共创行为,顾客契合促进顾客的价值共创行为且分别在实用价值、社会价值及享乐价值与顾客的价值共创行为之间起部分中介的作用.此外,顾客的价值共创行为还受个体主观规范的直接影响,顾客价值共创行为的产生是自身因素与外界因素的一个综合影响结果.

Based on the theory of planned behavior,the mechanism and forming process model of customer value co-creation in virtual brand community are constructed.Based on the structure equation model and hierarchical regression analysis of 462 questionnaires from each big brand community,it was found that customer perception of the practical value,social value and hedonic value impacts positively on customer value co-creation behavior;customer fit promotes customer value co-creation behavior and plays a partially intermediary role between the practical value,social value,hedonic value and customer value co-creation behavior.In addition,customer value co-creation behavior is also directly affected by the individual subjective norms,and the generation of customer value co-creation behavior is resulted from the comprehensive influence of both internal and external factors.