在线品牌社区社会支持对顾客创造力影响机制研究

A Research on the Impact Mechanism of Social Support on Customer Creativity in Online Brand Community

顾客通过在线品牌社区参与企业创新活动过程中,社区提供的社会支持能强化顾客心理授权和创新激情,进而提升顾客创造力。笔者基于社会支持和认知-情感人格系统(CAPS)理论,在构建在线品牌社区社会支持对顾客创造力影响模型的基础上,利用对523位具有在线品牌社区创新活动参与经历顾客的问卷调查数据,采用多元回归和Bootstrap分析方法,从在线情境下社会支持的信息支持和情感支持两个最主要维度检验社会支持对顾客创造力的直接影响以及其间顾客心理授权和创新激情的中介路径。检验结果证实:顾客参与在线品牌社区创新活动情境下,社区提供的信息性和情感性社会支持对顾客创造力均有显著的正向影响;顾客心理授权在信息性和情感性社会支持影响顾客创造力的过程中具有中介作用;顾客创新激情在信息性和情感性社会支持影响顾客创造力的过程中具有中介作用。本研究拓展了社会支持等理论的应用范畴,丰富了顾客在线创新和顾客创造力等相关研究文献,为在线品牌社区通过提供有效的社会支持提升顾客创造力提供了理论依据。

During the process of customers participating in enterprises innovation activities through online brand community,social support provided by community can strengthen customers psychological empowerment and innovation passion,which in turn further enhances customer creativity.Based on social support theory and cognitive-affective personality system(CAPS)theory,the author constructs a relationship model of social support provided by online brand community affecting customer creativity.This research uses the questionnaire data from 523 customers with experience of participating in innovation activities in online brand community,and adopts multiple regression and Bootstrap analysis method to verify the direct effect of social support on customer creativity and mediating effects of customer psychological empowerment and innovation passion from the two main dimensions(informational support and emotional support)of social support in online context.The results confirmed that:when customers participate in innovation activities in an online brand community,both informational and emotional social support provided by community have a significant positive effect on customer creativity.Customer psychological empowerment plays a mediating role in the influence of informational and emotional social support on customer creativity.Customer innovation passion also plays a mediating role in the influence of informational and emotional social support on customer creativity.This research expands the application scope of social support theory,enriches the research literature on customer online innovation and customer creativity,and provides a theoretical basis for online brand community to enhance customer creativity by providing effective social support.