共创失败情境下用户关系再续意愿模型构建及检验

Establishment and Test of a Model of User’s Willingness to Renew Relationship under Co-Creation Failure

虚拟品牌社区是顾企共创价值的平台,能为双方带来价值,但是用户积极参与共同创新的过程也可能因诸多原因达不到预期的效果,从而导致价值共创失败的现象。基于虚拟品牌社区价值共创失败情境,运用扎根理论对用户关系再续意愿的形成机理进行探索性研究并利用调查问卷进行实证检验。研究结果表明,价值共创失败情境下,服务补救需要通过弱化用户的心理契约违背感,强化其感知补救公平,才能有利于用户的信任恢复,最终促进用户关系再续意愿。其中,相较于社会补救,经济补救更有利于弱化用户的心理契约违背感,强化其补救公平感,更有利于用户的信任恢复。研究结论对于企业维系用户-品牌关系、优化客户关系管理制度给予管理启示。

A virtual brand community is a platform for enterprises to co-create value for both parties.However,users’active participation in the process of joint innovation may not achieve the expected results for many reasons,which leads to the failure of value co-creation.Based on the failure of virtual brand community value co-creation,this paper makes an exploratory study on the formation mechanism of users’willingness to renew their relationships via grounded theory and makes an empirical test with questionnaires.The research results show that under value co-creation failure,service remedy needs to weaken users’sense of psychological contract violation and strengthen their perceived fairness of remedy,which can help users restore their trust and ultimately promote their willingness to renew relationships.Compared with social remedy,economic remedy is more conducive to weakening users’sense of psychological contract violation,strengthening their sense of fairness in remedy and restoring users’trust.The research conclusion gives enlightenment for enterprises in management to maintain user-brand relationships and optimize a customer relationship management system.