数字经济时代,虚拟品牌社区的出现为消费者和品牌创造了一个全新的互动和合作的舞台。消费者与品牌之间的互动不再受制于物理空间,而是在虚拟世界中得以扩展和深化,这一现象重新定义市场和消费者的关系,产生了全新的商机和机遇。在这一...数字经济时代,虚拟品牌社区的出现为消费者和品牌创造了一个全新的互动和合作的舞台。消费者与品牌之间的互动不再受制于物理空间,而是在虚拟世界中得以扩展和深化,这一现象重新定义市场和消费者的关系,产生了全新的商机和机遇。在这一背景下,消费者发挥的作用得到证明,消费者的价值共创行为也引起了广泛的关注。但已有研究关于虚拟品牌社区消费者价值共创行为的研究视角仍相对有限。本文通过引入MOA模型作为理论基础,从动机、能力、机会因素探讨了虚拟品牌社区中消费者价值共创行为的影响因素。本文对于品牌了解消费者的动机和需求、培养消费者的品牌忠诚度,以及实现品牌的可持续发展,提供了一定的参考。In the era of digital economy, the emergence of virtual brand communities has created a new stage for interaction and cooperation between consumers and brands. The interaction between consumers and brands is no longer constrained by physical space, but can be expanded and deepened in the virtual world. This phenomenon redefines the relationship between the market and consumers, generating new business opportunities and chances. In this context, the role played by consumers has been proven, and their value co-creation behavior has also attracted widespread attention. However, the research perspective on consumer value co-creation behavior in virtual brand communities is still relatively limited. This article introduces the MOA model as a theoretical basis to explore the influencing factors of consumer value co-creation behavior in virtual brand communities from the perspectives of motivation, ability, and opportunity factors. This paper provides a certain reference significance for the brand to understand the motivation and needs of consumers, cultivate consumer brand loyalty, and realize the sustainable development of the brand.展开更多
文摘数字经济时代,虚拟品牌社区的出现为消费者和品牌创造了一个全新的互动和合作的舞台。消费者与品牌之间的互动不再受制于物理空间,而是在虚拟世界中得以扩展和深化,这一现象重新定义市场和消费者的关系,产生了全新的商机和机遇。在这一背景下,消费者发挥的作用得到证明,消费者的价值共创行为也引起了广泛的关注。但已有研究关于虚拟品牌社区消费者价值共创行为的研究视角仍相对有限。本文通过引入MOA模型作为理论基础,从动机、能力、机会因素探讨了虚拟品牌社区中消费者价值共创行为的影响因素。本文对于品牌了解消费者的动机和需求、培养消费者的品牌忠诚度,以及实现品牌的可持续发展,提供了一定的参考。In the era of digital economy, the emergence of virtual brand communities has created a new stage for interaction and cooperation between consumers and brands. The interaction between consumers and brands is no longer constrained by physical space, but can be expanded and deepened in the virtual world. This phenomenon redefines the relationship between the market and consumers, generating new business opportunities and chances. In this context, the role played by consumers has been proven, and their value co-creation behavior has also attracted widespread attention. However, the research perspective on consumer value co-creation behavior in virtual brand communities is still relatively limited. This article introduces the MOA model as a theoretical basis to explore the influencing factors of consumer value co-creation behavior in virtual brand communities from the perspectives of motivation, ability, and opportunity factors. This paper provides a certain reference significance for the brand to understand the motivation and needs of consumers, cultivate consumer brand loyalty, and realize the sustainable development of the brand.
