在线品牌社群成员关系对顾客创新行为的影响:创新自我效能的调节作用

The Membership of Online Brand Community compact on Customer Innovation Behavior:moderating effect of Innovation self-efficacy

产品创新不仅来自企业内部,还来自外部顾客。其中,在线品牌社群被认为是产品创新信息收集的一种重要渠道。基于知识分享——个体创新理论,通过实证方法,研究品牌社群成员关系对顾客创新行为的影响,在二者的关系中,顾客创新自我效能起调节作用。结果表明,当社群成员之间沟通频繁且关系密切,知识、信息的交流、传播等越多,顾客越能够创造出新的知识;并且,当顾客的自我效能越高,这种正向关系效果更明显。

Product innovations not only come from the internal enterprise,but also be from external customers. Online brand community is considered as an important channel of product innovation for information collection.Based on the knowledge sharing and individual innovation theory,through empirical method,this paper study the relations of brand community members and customer innovation behavior,and customer innovation self-efficacy play a moderating role between the two relations,.Results show that as frequent and close communication between members of the community, the more dissemination of knowledge, information communication, the more new knowledge customers create;And,when the customer's Innovation self-efficacy is higher,the positive relationship between the effect is more obvious.