数字品牌社群的价值共创机理研究——基于体验主导逻辑的视角

On Value Co-creation Mechanism of Digital Brand Community:From the Perspective of Experiment-dominant Logic

探索数字品牌社群的价值共创活动机理对理解电子商务情境下消费者体验的产生与优化具有重要的作用。然而,现有的数字品牌社群价值共创研究却很少围绕消费体验视角去尝试打开价值共创的"黑箱",进而探讨其中关键行动者的类型、角色以及数字化所起的作用。本文以"孩子王"品牌社群为例,通过扎根理论归纳出基于数字品牌社群的价值共创机理模型。具体而言,在数字社群价值共创的过程中,主要有数字平台、意见领袖和追随者三大行为主体,他们分别通过价值提供、价值界定和价值升华三种行为参与到价值共创的过程中,为消费者带来优质的消费体验。本研究较好地回答了"数字品牌社群的价值共创运作机理是什么"这一理论问题,一方面从数字平台概念的提出和凝练的角度深化了数字品牌社群的相关研究,另一方面从消费体验视角拓展了价值共创的相关分析。

Exploring the value co-creation mechanism of digital brand community plays an important role in understanding the generation and optimization of consumer experience in the context of e-commerce. However, the existing research on value co-creation in digital communities rarely tries to open the "black box" of value co-creation from the perspective of consumption experience. Based on the case study of Kidswant Children Products Co., Ltd., this paper extracts the key participants of digital brand community value co-creation and the process model of their interaction mechanism through the grounded theory on the basis of related research on brand community and value co-creation.It is found that there are three key participants in value co-creation of digital brand community, namely, digital platform, opinion leaders and followers. They participate in value co-creation through three ways of value provision, value definition and value sublimation, respectively. Firstly, value provision of the digital platform means the behavior in which the digital platform provides value co-creation materials, such as products, services, data, communication media and institution, to the other participants and consumers, through different dimensions of digital platform, such as, supply chain, data middle platform, interactive tools, incentive mechanism, cultural background and category strategy. Secondly, the opinion leaders’ definition of the value refers to the behavior that opinion leaders summarize the basic value materials provided by digital platforms through their own personal charm, professional literacy, experience sharing, risk protection and personalized services, and form the brand concept with premium effect. Finally, the value sublimation of followers refers to the sublimation and diffusion of the brand concept by followers of opinion leaders through their own enthusiasm and generosity, experience sharing, atmosphere building and word-of-mouth communication on the basis of the brand concept condensed by opinion leaders. To sum up, the value provision of digital platform, the value definition of opinion leaders and the value sublimation of followers constitute the core of value co-creation of digital brand community.There are three theoretical contributions of this paper. Firstly, this paper further develops the relevant research on brand community from the digital context. Previous studies on brand communities have realized the impact of digitalization on brand communities, but most of them just regard digitalization as a research background, and have not condensed digitalization into variables and put them into relevant empirical analysis of brand communities. This paper summarizes the key variables of digital platform in the process of digitization, and discusses its subdivision dimension and its inf luence mechanism on value co-creation, which truly condenses digitization into specific variables and mechanisms and integrates them into the process model of value co-creation of brand community. Secondly, this paper tries to carry out the concept of value co-creation of digital brand community, breaking through the limitation that previous related studies regard value co-creation as "black box." Most existing value co-creation studies regard value co-creation as a "black box" for analysis, but do not attempt to expand the concept to peer into its internal mechanism. In this paper, the process mechanism of value co-creation of digital brand community is deeply explored from three dimensions of participants, key behaviors and performance, and the research of value co-creation theory is expanded from the perspective of concept clarification. Finally, this paper attempts to establish a direct theoretical connection between value co-creation and user experience from the perspective of experience-dominant logic, which alleviates the shortcomings that previous value co-creation research based on service-dominant logic is restricted to the domain of service development and creation. Existing value co-creation studies are mainly analyzed from two perspectives, namely, experience-dominant logic and service-dominant logic. Among them, service-dominant logic is the mainstream, while the analysis based on experience-dominant logic is relatively scarce. This paper develops the research on value co-creation from the perspective of experience-dominant logic by analyzing the inf luence mechanism of three subdivided dimensions of value co-creation, namely, value provision, value definition and value sublimation on consumer experience.