虚拟品牌社区顾客价值共毁行为维度探索与量表研究

Dimension Exploration and Scale Development of Customer Value Co-destruction Behavior in Virtual Brand Community

虚拟品牌社区是价值共创的典型平台,但也为价值共毁的发生提供了机会。顾客在互动中的价值共毁行为不仅损害了自身福利,也对品牌产生了负面影响,但如何测量这一行为一直是学术界的难题。通过文献研究及扎根理论方法萃取的虚拟品牌社区顾客价值共毁行为是由不负责任的顾客行为、知识隐藏行为、回避行为、冲突行为和不良信息交互行为5个维度构成,本文开发了由17个题项组成的测量量表。通过对问卷调查数据进行探索性因子分析、一阶和二阶验证性因子分析,证明量表的信效度良好。研究成果为虚拟品牌社区价值共毁研究提供了测量工具,也为进一步提高平台管理水平提供了科学依据。

Virtual brand community is a typical platform for value co-creation,but it also provides opportunities for value co-destruction.The customers' value co-destruction behavior not only damages their own welfare,but also has a negative impact on the brand.But how to measure this behavior has always been a difficult problem in academic circles.By literature research and grounded theoretical methods,this paper divides customers' value co-destruction behavior within virtual brand community into five dimensions:irresponsible customer behavior,knowledge hiding behavior,avoidance behavior,conflict behavior and bad information interaction behavior.It further develops a measurement scale made up of 17 items.The reliability and validity of the measurement scale are proven to be quite good through EFA,first-order and second-order CFA.The research results provide a measurement tool for the research on the value co-destruction within virtual brand community,as well as a scientific basis for further improving the management level of the platform.