在线品牌社区中顾客动机和顾客契合对共创价值的影响

Effects of Customer Motivation and Customer Engagement on Co-created Value in Online Brand Community

基于动机、顾客契合、共创价值和社会认同等理论,构建了顾客动机、顾客契合与共创价值的影响关系模型。从国内手机在线品牌社区收集了557份调查问卷,并使用结构方程模型分析方法和层次回归分析方法对本文提出的假设进行检验。研究结果表明:实用动机、享乐动机和社交动机对顾客契合均有显著影响,并且实用动机、享乐动机和社交动机能够直接影响共创价值。顾客契合在顾客动机与共创价值的关系中具有中介效应的作用。社区认同能够直接影响顾客契合,并且能正向调节顾客动机与顾客契合的关系。

Based on the theories of motivation, customer engagement, value co-creation and social identity, model of influence relations among customer motivation, customer engagement and co-created value are constructed. 557 questionnaires were collected from domestic mobile online brand communities. In addition, structural equation model analysis method and hierarchical regression analysis method are used to verify the hypotheses proposed in this paper. The research results demonstrate that utilitarian motivation, hedonic motivation, and social motivation all have significant impacts on customer engagement, and they all have directly effect on co-created value. Customer engagement plays mediating effect on the relationship between customer motivation and co-created value. Community identification has direct influence on customer engagement, and it has positive regulation on the relations between customer motivation and customer engagement.