虚拟社区顾客契合对顾客共创价值的影响

The Effect of Customer Engagement on Customer Co-Creation Value in Virtual Communities

顾客共创价值包括顾客自身获得的价值(顾客感知价值)和顾客为企业创造的价值。本文通过实证研究探讨了在不同品牌属性的顾客社区中,顾客契合对顾客感知价值和顾客为企业创造价值的行为意向之间的关系。数据分析结果表明:顾客契合对顾客感知的三类价值,即功能性价值、情感性价值和社交性价值都有显著的正向影响,且在不同品牌属性的顾客社区中,这种影响存在显著差异。此外,顾客感知的功能性价值直接影响顾客的购买意向,社交性价值对顾客的推荐行为意向和知识行为意向都有显著的正向影响,而情感性价值对顾客的购买行为意向、推荐行为意向和知识行为意向都没有显著的影响。本研究有助于学术界更好地理解顾客契合在顾客价值共创过程中的作用,同时对企业管理人员有效管理顾客契合行为有一定的参考价值。

Co-creation value includes value for firm and value for customer. An empirical study has been done in online brand communities to test the effect of customer engagement on customer co-crea- tion value (customer-perceived value and customer value creation behavior for company). The results show that customer engagement affects customer-perceived functional, emotional, and social value positively, and in different brand communities, these effects are significantly different. Beside, customer-perceived functional value affects customer purchase behavior positively;social value has significant and positive impacts on customer referral behavior and knowledgeable behavior;emotional value does not influence customer value creation behavior significantly. This study contributes to the literature in better understanding the role of customer engagement in customer value co-creation process, and helps managers to manage customers’ non-transaction behavior effectively.