在线品牌社区用户参与广度与创业机会识别关系研究

Relationship Between the Breadth of User Participation in Online Brand Communities and the Identification of Entrepreneurial Opportunities

[目的/意义]现有研究已表明用户广泛参与在线品牌社区会促进用户创业机会的识别和开发,但由于在线品牌社区中存在着明显的高社交、低创新类型用户,因此需探讨用户积极广泛地参与品牌社区是否就能够识别出更多的创业机会。[方法/过程]通过采集在线品牌社区中的236名用户样本数据,实证检验在线品牌社区用户参与广度、积极情绪和创业机会识别之间的关系。[结果/结论]在线品牌社区用户参与广度与创业机会识别间是倒U型曲线关系,积极情绪显著正向调节两者之间的倒U型曲线关系,使倒U型曲线转折点发生移动。当用户的积极情绪更高时,该倒U型曲线转折点向右移动,且转折点位置更高。

[Purpose/significance]Existing studies have shown that extensive user participation in online brand communities can promote the identification and development of entrepreneurial opportunities,but since there are obvious high social and low innovation type users in online brand communities,it is necessary to explore whether active and extensive participation in the brand communities can identify more entrepreneurial opportunities.[Method/process]By collecting the sample data of 236 users in online brand communities,it empirically examines the relationships of user participation breadth,positive emotions,and entrepreneurial opportunity identification in online brand community.[Result/conclusion]The relationship between user participation breadth and entrepreneurial opportunity identification in online brand communities is an inverted U-shaped curve.The positive emotions significantly and positively regulate the inverted U-shaped curve relationship between them,which makes the turning point of the inverted U-shaped curve move.When the positive mood of users is higher,the turning point of the inverted U-shaped curve moves to the right,and the turning point position is higher.