虚拟社区中电竞粉丝战队忠诚度的影响路径——基于模糊集的定性比较分析

Influencing Paths of Team Loyalty of E-sports Fans in the Virtual Community:A Fuzzy-set Qualitative Comparative Analysis

为探究虚拟社区中电竞粉丝战队忠诚度的多重影响路径,采用基于多变量交互作用的模糊集定性比较分析(fsQCA)方法阐释战队忠诚度的多重复杂并发因果关系。结果:电竞战队高忠诚度的产生来自多个前因变量所形成的不同组态;虚拟社区活跃度、虚拟社区满意度、品牌价值共创参与度和年轻人等任意一个前因变量均无法单独构成战队忠诚度的充分必要条件;虚拟社区满意度是构成战队忠诚度的必要条件,虚拟社区活跃度与品牌价值共创行为是路径组合中的高频要素,年轻人是电竞战队高忠诚度的重要前因表征。建议:电竞战队需要综合考量3条影响路径中的前因变量,有针对性地采取组合型管理营销策略;提升电竞粉丝的虚拟社区满意度是战队的首要营销目标;重点关注年轻粉丝群体的需求,引导和吸引年轻粉丝参与虚拟社区的粉丝互动与品牌价值共创。

In order to explore the multiple influence paths of team loyalty of e-sports fans from the perspective of virtual community,the fuzzy-set qualitative comparative analysis(fsQCA),which analyzes the interaction of multiple variables,was adopted to explain the multiple complex concurrent causality of team loyalty.Results:The high loyalty of e-sports teams comes from different configurations formed by multiple antecedent variables.Any antecedent variables such as virtual community activity,virtual community satisfaction,brand value co-creation participation,and young people's group can not constitute sufficient and necessary conditions for team loyalty.Virtual community satisfaction is an necessary condition of all path combinations,virtual community activity and brand value co-creation participation are high-frequency elements in the path combination,and young people play an important role in the influence paths of high team loyalty.Suggestions:E-sports teams need to comprehensively consider the antecedent variables in the three influence paths,and adopt a combined management and marketing strategy in a targeted manner;Improving the virtual community satisfaction of e-sports fans is the team's primary marketing goal;The focus is on the needs of young fans,and guiding and attracting young fans to participate in virtual community fan interaction and brand value co-creation.