知识分享对虚拟品牌社区价值共创的作用机理
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摘要
虚拟品牌社区成员可以在没有社会地位、层级和规则的约束下,自由地与社区内外部成员进行沟通交流,分享知识,同时为企业维护顾客关系、开发新产品、解决管理问题等出谋划策,实现价值共创。通过对498个样本进行实地调研,运用结构方程模型对虚拟品牌社区中成员知识分享与企业价值共创之间相互作用机理进行深入探讨,结果表明:经济利益满足、帮助愉悦满足、知识自我效能、仪式和传统、道德责任对知识分享没有显著影响;自我提升满足、品牌知识效应对知识分享行为具有显著的正向影响;品牌认同充当了同类意识和知识分享行为的中介变量;知识分享对价值共创具有明显的正向作用。虚拟品牌社区建设者和管理者应更多地从成员结果动机出发,设计出更有吸引力的激励措施;在平时的营销活动中做好消费者教育和引导工作,让目标消费者对产品有更深刻的认识,提升品牌的知名度,增加顾客黏性;增强虚拟社区成员的同类意识,维护消费者对品牌社区的良好认知。
With the extensive penetration and penetration of the Internet,members of virtual brand community can freely communicate with members of the community,share knowledge,and realize the value creation of virtual brand community without the constraints of social status,hierarchy and rules. Enterprise managers are gradually aware of the important value of virtual brand community as a communication platform. It can not only maintain the management of community members and customer relations,but also play a role in new product development,enterprise management problem solving and so on,and then realize the value co-creation of virtual brand community. The authors investigate 498 samples by designing questionnaires and explore the interaction mechanism between knowledge sharing and corporate value creation by using structural equation model.The results show that:economic benefit satisfaction,help satisfaction,knowledge self-efficacy,ritual and tradition,and moral responsibility have no significant impact on knowledge sharing;full and brand knowledge effects have a significant positive impact on knowledge sharing behavior;brand identity acts as an intermediary variable of similar awareness and knowledge sharing behavior;and knowledge sharing has a significant positive effect on value creation. People who in charge of the building and managing of virtual brand community should,first,start from the members' resultative motivation and design more attractive incentive measures;second,they should do a better job in consumer education and guidance,make target consumers have profound understanding of the product,improve brand popularity,and increase customer stickness;and third,they should enhance the members' Consciousness of Kind,and maintain consumers' good identity of brand community.
With the extensive penetration and penetration of the Internet,members of virtual brand community can freely communicate with members of the community,share knowledge,and realize the value creation of virtual brand community without the constraints of social status,hierarchy and rules. Enterprise managers are gradually aware of the important value of virtual brand community as a communication platform. It can not only maintain the management of community members and customer relations,but also play a role in new product development,enterprise management problem solving and so on,and then realize the value co-creation of virtual brand community. The authors investigate 498 samples by designing questionnaires and explore the interaction mechanism between knowledge sharing and corporate value creation by using structural equation model.The results show that:economic benefit satisfaction,help satisfaction,knowledge self-efficacy,ritual and tradition,and moral responsibility have no significant impact on knowledge sharing;full and brand knowledge effects have a significant positive impact on knowledge sharing behavior;brand identity acts as an intermediary variable of similar awareness and knowledge sharing behavior;and knowledge sharing has a significant positive effect on value creation. People who in charge of the building and managing of virtual brand community should,first,start from the members' resultative motivation and design more attractive incentive measures;second,they should do a better job in consumer education and guidance,make target consumers have profound understanding of the product,improve brand popularity,and increase customer stickness;and third,they should enhance the members' Consciousness of Kind,and maintain consumers' good identity of brand community.
引文
[1]左明辉.虚拟社区中个体向社区知识转移影响因素的研究[D].广州:华南理工大学,2009.
[2]DAVENPORT T H,PRUSAK L.Working knowledge:how organizations manage what they know[M].Boston:Harvard Business School Press,1998:71-76.
[3]HENDRIKS P.Why share knowledge?the influence of ict on motivation for knowledge sharing[J].Knowledge and process management,1999 6(2):91-100.
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[5]唐建生.组织内部知识共享的若干问题研究[D].天津:天津大学,2004.
[6]MCLURE W M,FARAJ S.“It is what one does”:why people participate and help others in electronic communities of practice[J].Journal of strategic information systems,2000,9(2/3):155-173.
[7]CABRERA A,CABRERA E F.Knowledge-sharing dilemmas[J].Organizational studies,2002,23(5):687-710.
[8]赵玲.虚拟社区中的知识共享行为研究[D].武汉:华中科技大学,2007.
[9]HSU M,JU T L,YEN CHIAHUI,et al.Knowledge sharing behavior in virtual communities:the relationship between trust,self-efficacy,and outcome expectations[J].International journal of human-computer studies,2007,65(2):153-169.
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[12]WU Y H,BALASUBRAMANIAN S,MAHAJAN V.When is a preannounced new product likely to be delayed?[J].The journal of marketing,2004,68(2):101-113.
[13]朱国玮,杨玲.虚拟品牌社区、口碑信息与消费者行为--基于扎根理论的研究[J].财经理论与实践,2010,31(3):117-120.
[14]马双,王永贵.虚拟品牌社区重在“维系情感”还是“解决问题”?--基于承诺的差异性影响的实证研究[J].经济管理,2015,37(1):77-86.
[15]王秀村,饶晨.虚拟品牌社区中顾客感知支持构成与作用机制[J].北京理工大学学报(社会科学版),2015,17(6):99-105.
[16]彭晓东,申光龙.虚拟社区感对顾客参与价值共创的影响研究--基于虚拟品牌社区的实证研究[J].管理评论,2016,28(11):106-115.
[17]李先国,陈宁颉,张新圣.虚拟品牌社区感知价值对新产品购买意愿的影响机制--基于群体认同和品牌认同的双中介视角[J].中国流通经济,2017,31(2):93-100.
[18]唐方成,蒋沂桐.虚拟品牌社区中顾客价值共创行为研究[J].管理评论,2018(12):131-141.
[19]SAARIJ?RVI H,KANNAN P K,KUUSELA H.Value cocreation:theoretical approaches and practical implications[J].European business review,2013,25(1):6-19.
[20]JACK E P,THOMAS L P,LAUREN S.Reverse logistics capabilities:antecedents and cost savings[J].International journal of physical distribution&logistics management,2014,40(3):228-246.
[21]GOLICIC S L,SKINNER L R.,BRYANT P T.Examining the impact of reverse logistics disposition strategies[J].International journal of physical distribution&logistics management,2008,38(7):518-539.
[22]荆宁宁,李德峰.顾客契合研究综述[J].外国经济与管理,2015(7):33-45
[23]简兆权,令狐克睿,李雷.价值共创研究的演进与展望--从“顾客体验”到“服务生态系统”视角[J].外国经济与管理,2016(9):3-20
[24]简兆权,令狐克睿.虚拟品牌社区顾客契合对价值共创的影响机制[J].管理学报,2018(3):326-334,344.
[25]CROPANZANO R,GOLDMAN B,FOLGER R.Self-interest:defining and understanding a human motive[J].Journal of organizational behavior,2005,26(8):985-991.
[26]AGARWAL R,KARAHANNA E.Time flies when you’re having fun:cognitive absorption and beliefs about information technology usage[J].MIS quarterly,2000(4):665-694.
[27]CHENNAMANENI A.Determinants of knowledge sharing behavior:developing and testing an integrated theoretical model[D].Arlington:University of Texas,2006.
[28]LEE M,CHEUNG C,LIM K H,et al.Understanding customer knowledge sharing in web-based discussion boards:an exploratory study[J].Internet research,2006,16(3):289-303.
[29]RAFAELI S,RABAN D R,RAVID G.How social motivation enhances economic activity and incentives in the google answers knowledge sharing market[J].International journal of knowledge and learning,2007,1(3):1-11.
[30]MIDLARSKY T E.Competence and helping:notes toward a model in development and maintenance of prosocial behavior[Z].New York:Plenum Publishers,1984.
[31]NOV O,NAAMAN M,YE C.Analysis of participation in an online photo-sharing community:a multi-dimensional perspective[J].Journal of the American society for information science and technology,2010,61(3):555-566.
[32]YU J.A socio-technical study on knowledge contribution in problem solving virtual communities[D].Singapore:National University of Singapore,2010.
[33]KHALIL E L.What is altruism?[J].Journal of economic psychology,2004,25(1):97-123.
[34]张大为.员工关系对知识共享的影响研究[D].大连:大连理工大学,2011.
[35]HAU Y S,KIMB B,LEEC H,et al.The effects of individual motivations and social capital on employees’tacit and explicit knowledge sharing intentions[J].International journal of information management,2013,33(2):356-366.
[36]CONSTANT D,SPROULL L,KIESTER S.The kindness of strangers:the usefulness of electronic weak ties for technical advice[J].Organization science,1996,2(7):119-135.
[37]BANDURA A.Social foundations of thought and action:a social cognitive theory[M].Englewood:Prentice Hall,1986:12.
[38]HSU M H,JU T L,YEN C H,et al.Knowledge sharing behavior in virtual communities:The relationship between trust,self-efficacy,and outcome expectations[J].International journal of human-computer studies,2007(2):153-169.
[39]GUSFIELD J.Community:a critical response[M].NewYork:Harper&Row,1976:826.
[40]MUNIZ A M,O'GUINN T C.Brand community[J].Journal of consumer research,2001(27):412-432.
[41]MCALEXANDER J H,SCHOUTEN J W,KOENIG H F.Building brand community[J].Journal of marketing,2002,66(1):38-54.
[42]朱瑾,王兴元.品牌社群对顾客价值感知和创新的影响研究[J].商业经济与管理,2012(6):52-61.
[43]刘勇.品牌社群融入的测量、影响因素及其对品牌忠诚的影响研究[D].杭州:浙江大学,2009.
[44]周志民,郑雅琴.从品牌社群认同到品牌忠诚的形成路径研究--中介与调节效应检验[J].深圳大学学报,2011(6):84-90.
[45]石艳霞.SNS虚拟社区知识共享及其影响因素研究[D].太原:山西大学,2010.
[46]文鹏,廖建桥.国外知识共享动机研究评述[J].科学学与科学技术管理,2008(3):32-39.
[47]ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The social influence of brand community:evidence from european car clubs[J].Journal of marketing,2005,69(3):19-34.
[2]DAVENPORT T H,PRUSAK L.Working knowledge:how organizations manage what they know[M].Boston:Harvard Business School Press,1998:71-76.
[3]HENDRIKS P.Why share knowledge?the influence of ict on motivation for knowledge sharing[J].Knowledge and process management,1999 6(2):91-100.
[4]LECHNER U,SCHMID B F.Communities and media-towards a reconstruction of communities on media[Z].The33rd Hawaii international conference on system sciences,2000.
[5]唐建生.组织内部知识共享的若干问题研究[D].天津:天津大学,2004.
[6]MCLURE W M,FARAJ S.“It is what one does”:why people participate and help others in electronic communities of practice[J].Journal of strategic information systems,2000,9(2/3):155-173.
[7]CABRERA A,CABRERA E F.Knowledge-sharing dilemmas[J].Organizational studies,2002,23(5):687-710.
[8]赵玲.虚拟社区中的知识共享行为研究[D].武汉:华中科技大学,2007.
[9]HSU M,JU T L,YEN CHIAHUI,et al.Knowledge sharing behavior in virtual communities:the relationship between trust,self-efficacy,and outcome expectations[J].International journal of human-computer studies,2007,65(2):153-169.
[10]董晶.虚拟社区个体的知识贡献动机模式研究[D].上海:复旦大学,2008.
[11]周涛,鲁耀斌.基于社会影响理论的虚拟社区用户知识共享行为研究[J].研究与发展管理,2009,21(4):78-83.
[12]WU Y H,BALASUBRAMANIAN S,MAHAJAN V.When is a preannounced new product likely to be delayed?[J].The journal of marketing,2004,68(2):101-113.
[13]朱国玮,杨玲.虚拟品牌社区、口碑信息与消费者行为--基于扎根理论的研究[J].财经理论与实践,2010,31(3):117-120.
[14]马双,王永贵.虚拟品牌社区重在“维系情感”还是“解决问题”?--基于承诺的差异性影响的实证研究[J].经济管理,2015,37(1):77-86.
[15]王秀村,饶晨.虚拟品牌社区中顾客感知支持构成与作用机制[J].北京理工大学学报(社会科学版),2015,17(6):99-105.
[16]彭晓东,申光龙.虚拟社区感对顾客参与价值共创的影响研究--基于虚拟品牌社区的实证研究[J].管理评论,2016,28(11):106-115.
[17]李先国,陈宁颉,张新圣.虚拟品牌社区感知价值对新产品购买意愿的影响机制--基于群体认同和品牌认同的双中介视角[J].中国流通经济,2017,31(2):93-100.
[18]唐方成,蒋沂桐.虚拟品牌社区中顾客价值共创行为研究[J].管理评论,2018(12):131-141.
[19]SAARIJ?RVI H,KANNAN P K,KUUSELA H.Value cocreation:theoretical approaches and practical implications[J].European business review,2013,25(1):6-19.
[20]JACK E P,THOMAS L P,LAUREN S.Reverse logistics capabilities:antecedents and cost savings[J].International journal of physical distribution&logistics management,2014,40(3):228-246.
[21]GOLICIC S L,SKINNER L R.,BRYANT P T.Examining the impact of reverse logistics disposition strategies[J].International journal of physical distribution&logistics management,2008,38(7):518-539.
[22]荆宁宁,李德峰.顾客契合研究综述[J].外国经济与管理,2015(7):33-45
[23]简兆权,令狐克睿,李雷.价值共创研究的演进与展望--从“顾客体验”到“服务生态系统”视角[J].外国经济与管理,2016(9):3-20
[24]简兆权,令狐克睿.虚拟品牌社区顾客契合对价值共创的影响机制[J].管理学报,2018(3):326-334,344.
[25]CROPANZANO R,GOLDMAN B,FOLGER R.Self-interest:defining and understanding a human motive[J].Journal of organizational behavior,2005,26(8):985-991.
[26]AGARWAL R,KARAHANNA E.Time flies when you’re having fun:cognitive absorption and beliefs about information technology usage[J].MIS quarterly,2000(4):665-694.
[27]CHENNAMANENI A.Determinants of knowledge sharing behavior:developing and testing an integrated theoretical model[D].Arlington:University of Texas,2006.
[28]LEE M,CHEUNG C,LIM K H,et al.Understanding customer knowledge sharing in web-based discussion boards:an exploratory study[J].Internet research,2006,16(3):289-303.
[29]RAFAELI S,RABAN D R,RAVID G.How social motivation enhances economic activity and incentives in the google answers knowledge sharing market[J].International journal of knowledge and learning,2007,1(3):1-11.
[30]MIDLARSKY T E.Competence and helping:notes toward a model in development and maintenance of prosocial behavior[Z].New York:Plenum Publishers,1984.
[31]NOV O,NAAMAN M,YE C.Analysis of participation in an online photo-sharing community:a multi-dimensional perspective[J].Journal of the American society for information science and technology,2010,61(3):555-566.
[32]YU J.A socio-technical study on knowledge contribution in problem solving virtual communities[D].Singapore:National University of Singapore,2010.
[33]KHALIL E L.What is altruism?[J].Journal of economic psychology,2004,25(1):97-123.
[34]张大为.员工关系对知识共享的影响研究[D].大连:大连理工大学,2011.
[35]HAU Y S,KIMB B,LEEC H,et al.The effects of individual motivations and social capital on employees’tacit and explicit knowledge sharing intentions[J].International journal of information management,2013,33(2):356-366.
[36]CONSTANT D,SPROULL L,KIESTER S.The kindness of strangers:the usefulness of electronic weak ties for technical advice[J].Organization science,1996,2(7):119-135.
[37]BANDURA A.Social foundations of thought and action:a social cognitive theory[M].Englewood:Prentice Hall,1986:12.
[38]HSU M H,JU T L,YEN C H,et al.Knowledge sharing behavior in virtual communities:The relationship between trust,self-efficacy,and outcome expectations[J].International journal of human-computer studies,2007(2):153-169.
[39]GUSFIELD J.Community:a critical response[M].NewYork:Harper&Row,1976:826.
[40]MUNIZ A M,O'GUINN T C.Brand community[J].Journal of consumer research,2001(27):412-432.
[41]MCALEXANDER J H,SCHOUTEN J W,KOENIG H F.Building brand community[J].Journal of marketing,2002,66(1):38-54.
[42]朱瑾,王兴元.品牌社群对顾客价值感知和创新的影响研究[J].商业经济与管理,2012(6):52-61.
[43]刘勇.品牌社群融入的测量、影响因素及其对品牌忠诚的影响研究[D].杭州:浙江大学,2009.
[44]周志民,郑雅琴.从品牌社群认同到品牌忠诚的形成路径研究--中介与调节效应检验[J].深圳大学学报,2011(6):84-90.
[45]石艳霞.SNS虚拟社区知识共享及其影响因素研究[D].太原:山西大学,2010.
[46]文鹏,廖建桥.国外知识共享动机研究评述[J].科学学与科学技术管理,2008(3):32-39.
[47]ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The social influence of brand community:evidence from european car clubs[J].Journal of marketing,2005,69(3):19-34.
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