基于顾客参与视角的虚拟品牌社区价值共创研究
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摘要
随着顾客角色从被动到主动,与顾客共同创造价值已经成为企业未来获取竞争优势的来源。虚拟品牌社区作为企业与顾客、顾客与顾客之间进行价值共创的典型平台,虽然已经引起了学术界和实践家们的关注,但还没有学者从顾客参与的视角,对虚拟品牌社区价值共创的动机、行为和结果进行系统的研究。为了丰富价值共创的理论成果,本文对顾客参与虚拟品牌社区价值共创进行了探索性研究。
首先,对相关文献进行综述。本文介绍了顾客参与虚拟品牌社区价值共创的相关概念,并对价值共创研究的国内外成果进行了综述,发现研究不足主要表现在：缺乏价值共创定量的实证研究,缺乏顾客参与价值共创前因和后果的系统研究,缺乏线上环境价值共创的研究,缺乏品牌价值共创的研究等几个方面。基于此,提出了本论文的研究视角和研究问题：系统研究顾客参与虚拟品牌社区价值共创的动机、行为和结果。根据研究问题,本文还介绍了顾客参与价值共创动机的相关理论,顾客参与价值共创结果的相关理论：品牌体验理论和品牌资产理论,为后面分析顾客参与虚拟品牌社区价值共创机理奠定了理论基础。
其次,本文对顾客参与虚拟品牌社区价值共创动机-行为-结果之间的关系机理进行了分析。对顾客参与虚拟品牌社区价值共创进行了概念界定,将顾客参与价值共创的行为分为两种类型：发起的价值共创和自发的价值共创,并对顾客参与虚拟品牌社区价值共创的动机因素进行了理论分析和访谈分析,发现应该将经济利益需求动机纳入使用与满足理论框架对顾客参与虚拟品牌社区价值共创的动机进行研究；通过分析还发现,顾客参与虚拟品牌社区价值共创与品牌体验和品牌资产之间确实存在一定关系机理,为后面研究模型的构建和研究假设的提出奠定了理论和现实基础。
最后,在实证研究层面,以“动机-行为-结果”为主线构建了研究模型,提出了研究假设并运用有效数据进行了实证检验。结果发现：顾客参与发起的价值共创动机为个人整合、社会整合及经济利益动机,对感官体验、思考体验和行为体验有显著影响,对品牌资产的三个维度有显著影响；顾客参与自发的价值共创动机为认知需求、个人整合、社会整合和享乐需求动机,顾客参与自发的价值共创对品牌体验和品牌资产各个维度都有显著影响;品牌体验在顾客参与价值共创和品牌资产的关系中起着中介作用。研究还发现,品牌资产三个维度之间也具有关系,品牌知名度／联想影响感知质量,感知质量影响品牌忠诚,因此,顾客参与价值共创对品牌忠诚度具有直接影响,还通过品牌知名度／联想、感知质量对品牌忠诚产生间接影响。
本论文的创新点表现在以下三个方面：
第一,构建了一个顾客参与虚拟品牌社区价值共创的研究模型,同时研究了生产领域和消费领域两种领域顾客参与价值共创的动机和结果。现有的研究中,大多是生产领域或消费领域单独领域的研究,而虚拟品牌社区价值共创比较复杂,即包括生产领域的价值共创又包括消费领域的价值共创。因此,本论文将顾客参与虚拟品牌社区价值共创行为分为发起的价值共创(生产领域)和自发的价值共创(消费领域),以“动机-行为-结果”为主线,构建了顾客参与虚拟品牌社区两种类型价值共创行为的动机和结果的研究模型,揭示了顾客参与虚拟品牌社区价值共创的机理。
第二,扩大了使用与满足理论的理论框架,并验证了该理论在研究顾客参与虚拟品牌社区价值共创动机中的适用性。使用与满足理论是研究媒介使用动机的相对完整的理论框架,但随着社区媒体逐渐在21世纪扮演的重要角色,在未来应该扩大使用与满足理论的理论框架(Ruggiero,2000)。本论文通过理论分析和访谈分析发现,经济利益需求也是顾客参与价值共创的主要动机,因此,将经济利益需求纳入使用与满足理论,并通过定量实证研究验证了该理论在研究顾客参与虚拟品牌社区价值共创动机中的适用性。
第三,验证了品牌体验在顾客参与虚拟品牌社区价值共创和品牌资产关系中的中介作用。研究虚拟品牌社区的价值共创离不开对品牌体验的研究,而目前在价值共创的研究领域,忽略了价值共创和品牌体验的关系。顾客参与价值共创可以提升企业品牌价值,但缺乏实证检验。本论文通过实证研究验证了顾客参与虚拟品牌社区价值共创对品牌体验和品牌资产具有显著影响,同时研究还发现品牌体验对品牌资产具有显著影响,因此,品牌体验的中介作用得到验证。
With the customers'role gradually changed from passive to active, value co-creation has become a source of enterprises gaining competitive advantage. Marketing scholars and practitioners have realized that virtual brand community has become the typical platform of value co-creation between enterprises and customer, customer and customer, but no scholars systematically studied the behaviors, motivations and results of value co-creation of virtual brand community from the perspective of customer participation. In order to enrich the research achievements of value co-creation, the paper made a systematical and exploratory research on customer participation in value co-creation of virtual brand community. Around these research contents, the main work was as following.
First, the paper defined the relevant concepts of customer participation in value co-creation of virtual brand community, reviewed research on value co-creation at home and abroad, found that the shortage of the research is mainly manifested in the following aspects:In the academia, there is lack of empirical research of value co-creation, lack of systematically research on the antecedents and consequences of customer participation in value co-creation, lack of research on value co-creation under online circumstance and lack of research on brand value co-creation. Bsed on these, the paper put forward the research perspective and contents:systematically studied the motivations, behaviors, and results of customer participation in value co-creation of virtual brand community. According to the research perspective and contents, the paper introduced relevant motivation theory, brand experience and brand equity theory which layed the theoretical foundation for analyzing the mechanism of customer participation in value co-creation of virtual brand community.
Second, the paper analyzed the relationship mechanism of customer participation in value co-creation of virtual brand community. The paper defined the concept of customer participation in value co-creation of virtual brand community and divided value co-creation of virtual brand community into two types:sponsored value co-creation and autonomous value co-creation. With the theoretical and interview analytical method, the paper analysed the motivation factors of these two types of value co-creation behaviours and found that economic interest need is also the main motivation factor. So the paper incorporated economic interest need into Use and Gratification theory to study the motivation of customer participation in value co-creation of virtual brand community. The paper also analysed and found there is the relationship between customer participation in value co-creation, brand experience and brand equity. These analyses layed the theoretical and practical foundation for constructing research model and putting forword the hypotheses.
Third, in the empirical research, the paper constructed the research model with "Motivations-Behaviours-Results" as the main line, proposed hypotheses and made the empritical test using valid data. The study found that the personal integrated needs motivation, social integrated needs motivation and economic interests needs motivation were the main motivation facors of customer participation sponsored value co-creation, customer participation sponsored value co-creation had significant effects on sensory experience, thinking experience, behaviour experience, and the three dimensions of brand equity; cognitive needs motivation, personal integrated needs motivation, social integrated needs motivation and hedonic needs motivation were the main motivation facors of customer participation autonomous value co-creation, customer participation autonomous value co-creation had significant effects on five dimensions of brand experience and three dimensions of brand equity, brand experience played an intermediary role in the relationship between customer participation in value co-creation and brand equity. The study also found that brand awareness/association infulunced perceived quality and perceived quality influenced brand loyalty. So customer participation in value co-creation had direct effect on brand loyalty and also had indirect effect on brand loyalty through brand awareness/association.
The innovative points of this paper are reflected in the following three aspects:
First, the paper constructed the research model with "Motivation-Behaviour-Results" as the main line, and the paper studied motivation and results of customer paticipation in value co-creation of two fields (production and consumption) at the same time. The paper constructed the research model with "Motivation-Behaviour-Results" as the main line, which revealed the mechanism of customer participation value co-creation in virtual brand community. Most research studied value co-creation of one fields, but customer paiticipation in value co-creation behaviour in virtual brand community is more complex, which includes production and consumption fields. Therefore, the paper divided value co-creation of virtual brand community into two types: sponsored value co-creation and autonomous value co-creation, developed the scale of customer participation in these two types of value co-creation in virtual brand community and made an empirical research.
Second, the paper expanded the theoretical framework of Use and Gratification Theory and validated the applicability of this theory for researching motivation of customer participation in value co-creation of virtual brand community. Use and Gratification Theory is a relatively completed theoretical framework of studying the media use motivation, but with the important role of community media in21century, Use and Gratification Theory framework should be expanded in the future(Ruggiero,2000). The paper found that economic interest need is also the main motivation factor. So the paper incorporated economic interest need into Use and Gratification theory, validated the applicability of this theory for researching motivation of customer participation in value co-creation of virtual brand community through empirical research.
Third, the paper tested and verified that brand experience had the mediating effect on the relationship between customer participation in value co-creation of virtual brand community and brand equity. Research on value co-creation in virtual brand community is inseparable from the research on the brand experience, and the current research in the field of value co-creation ignores the relationship between value co-creation and brand experience. Customer participation in value co-creation can enhance corporate brand value, but there is lack of empirical test. The paper verified that customer participation value co-creation in virtual brand community had significant effects on brand experience and brand equity, brand experience also had significant effects on brand equity. So the paper verified the mediating effect of brand experience.
首先,对相关文献进行综述。本文介绍了顾客参与虚拟品牌社区价值共创的相关概念,并对价值共创研究的国内外成果进行了综述,发现研究不足主要表现在：缺乏价值共创定量的实证研究,缺乏顾客参与价值共创前因和后果的系统研究,缺乏线上环境价值共创的研究,缺乏品牌价值共创的研究等几个方面。基于此,提出了本论文的研究视角和研究问题：系统研究顾客参与虚拟品牌社区价值共创的动机、行为和结果。根据研究问题,本文还介绍了顾客参与价值共创动机的相关理论,顾客参与价值共创结果的相关理论：品牌体验理论和品牌资产理论,为后面分析顾客参与虚拟品牌社区价值共创机理奠定了理论基础。
其次,本文对顾客参与虚拟品牌社区价值共创动机-行为-结果之间的关系机理进行了分析。对顾客参与虚拟品牌社区价值共创进行了概念界定,将顾客参与价值共创的行为分为两种类型：发起的价值共创和自发的价值共创,并对顾客参与虚拟品牌社区价值共创的动机因素进行了理论分析和访谈分析,发现应该将经济利益需求动机纳入使用与满足理论框架对顾客参与虚拟品牌社区价值共创的动机进行研究；通过分析还发现,顾客参与虚拟品牌社区价值共创与品牌体验和品牌资产之间确实存在一定关系机理,为后面研究模型的构建和研究假设的提出奠定了理论和现实基础。
最后,在实证研究层面,以“动机-行为-结果”为主线构建了研究模型,提出了研究假设并运用有效数据进行了实证检验。结果发现：顾客参与发起的价值共创动机为个人整合、社会整合及经济利益动机,对感官体验、思考体验和行为体验有显著影响,对品牌资产的三个维度有显著影响；顾客参与自发的价值共创动机为认知需求、个人整合、社会整合和享乐需求动机,顾客参与自发的价值共创对品牌体验和品牌资产各个维度都有显著影响;品牌体验在顾客参与价值共创和品牌资产的关系中起着中介作用。研究还发现,品牌资产三个维度之间也具有关系,品牌知名度／联想影响感知质量,感知质量影响品牌忠诚,因此,顾客参与价值共创对品牌忠诚度具有直接影响,还通过品牌知名度／联想、感知质量对品牌忠诚产生间接影响。
本论文的创新点表现在以下三个方面：
第一,构建了一个顾客参与虚拟品牌社区价值共创的研究模型,同时研究了生产领域和消费领域两种领域顾客参与价值共创的动机和结果。现有的研究中,大多是生产领域或消费领域单独领域的研究,而虚拟品牌社区价值共创比较复杂,即包括生产领域的价值共创又包括消费领域的价值共创。因此,本论文将顾客参与虚拟品牌社区价值共创行为分为发起的价值共创(生产领域)和自发的价值共创(消费领域),以“动机-行为-结果”为主线,构建了顾客参与虚拟品牌社区两种类型价值共创行为的动机和结果的研究模型,揭示了顾客参与虚拟品牌社区价值共创的机理。
第二,扩大了使用与满足理论的理论框架,并验证了该理论在研究顾客参与虚拟品牌社区价值共创动机中的适用性。使用与满足理论是研究媒介使用动机的相对完整的理论框架,但随着社区媒体逐渐在21世纪扮演的重要角色,在未来应该扩大使用与满足理论的理论框架(Ruggiero,2000)。本论文通过理论分析和访谈分析发现,经济利益需求也是顾客参与价值共创的主要动机,因此,将经济利益需求纳入使用与满足理论,并通过定量实证研究验证了该理论在研究顾客参与虚拟品牌社区价值共创动机中的适用性。
第三,验证了品牌体验在顾客参与虚拟品牌社区价值共创和品牌资产关系中的中介作用。研究虚拟品牌社区的价值共创离不开对品牌体验的研究,而目前在价值共创的研究领域,忽略了价值共创和品牌体验的关系。顾客参与价值共创可以提升企业品牌价值,但缺乏实证检验。本论文通过实证研究验证了顾客参与虚拟品牌社区价值共创对品牌体验和品牌资产具有显著影响,同时研究还发现品牌体验对品牌资产具有显著影响,因此,品牌体验的中介作用得到验证。
With the customers'role gradually changed from passive to active, value co-creation has become a source of enterprises gaining competitive advantage. Marketing scholars and practitioners have realized that virtual brand community has become the typical platform of value co-creation between enterprises and customer, customer and customer, but no scholars systematically studied the behaviors, motivations and results of value co-creation of virtual brand community from the perspective of customer participation. In order to enrich the research achievements of value co-creation, the paper made a systematical and exploratory research on customer participation in value co-creation of virtual brand community. Around these research contents, the main work was as following.
First, the paper defined the relevant concepts of customer participation in value co-creation of virtual brand community, reviewed research on value co-creation at home and abroad, found that the shortage of the research is mainly manifested in the following aspects:In the academia, there is lack of empirical research of value co-creation, lack of systematically research on the antecedents and consequences of customer participation in value co-creation, lack of research on value co-creation under online circumstance and lack of research on brand value co-creation. Bsed on these, the paper put forward the research perspective and contents:systematically studied the motivations, behaviors, and results of customer participation in value co-creation of virtual brand community. According to the research perspective and contents, the paper introduced relevant motivation theory, brand experience and brand equity theory which layed the theoretical foundation for analyzing the mechanism of customer participation in value co-creation of virtual brand community.
Second, the paper analyzed the relationship mechanism of customer participation in value co-creation of virtual brand community. The paper defined the concept of customer participation in value co-creation of virtual brand community and divided value co-creation of virtual brand community into two types:sponsored value co-creation and autonomous value co-creation. With the theoretical and interview analytical method, the paper analysed the motivation factors of these two types of value co-creation behaviours and found that economic interest need is also the main motivation factor. So the paper incorporated economic interest need into Use and Gratification theory to study the motivation of customer participation in value co-creation of virtual brand community. The paper also analysed and found there is the relationship between customer participation in value co-creation, brand experience and brand equity. These analyses layed the theoretical and practical foundation for constructing research model and putting forword the hypotheses.
Third, in the empirical research, the paper constructed the research model with "Motivations-Behaviours-Results" as the main line, proposed hypotheses and made the empritical test using valid data. The study found that the personal integrated needs motivation, social integrated needs motivation and economic interests needs motivation were the main motivation facors of customer participation sponsored value co-creation, customer participation sponsored value co-creation had significant effects on sensory experience, thinking experience, behaviour experience, and the three dimensions of brand equity; cognitive needs motivation, personal integrated needs motivation, social integrated needs motivation and hedonic needs motivation were the main motivation facors of customer participation autonomous value co-creation, customer participation autonomous value co-creation had significant effects on five dimensions of brand experience and three dimensions of brand equity, brand experience played an intermediary role in the relationship between customer participation in value co-creation and brand equity. The study also found that brand awareness/association infulunced perceived quality and perceived quality influenced brand loyalty. So customer participation in value co-creation had direct effect on brand loyalty and also had indirect effect on brand loyalty through brand awareness/association.
The innovative points of this paper are reflected in the following three aspects:
First, the paper constructed the research model with "Motivation-Behaviour-Results" as the main line, and the paper studied motivation and results of customer paticipation in value co-creation of two fields (production and consumption) at the same time. The paper constructed the research model with "Motivation-Behaviour-Results" as the main line, which revealed the mechanism of customer participation value co-creation in virtual brand community. Most research studied value co-creation of one fields, but customer paiticipation in value co-creation behaviour in virtual brand community is more complex, which includes production and consumption fields. Therefore, the paper divided value co-creation of virtual brand community into two types: sponsored value co-creation and autonomous value co-creation, developed the scale of customer participation in these two types of value co-creation in virtual brand community and made an empirical research.
Second, the paper expanded the theoretical framework of Use and Gratification Theory and validated the applicability of this theory for researching motivation of customer participation in value co-creation of virtual brand community. Use and Gratification Theory is a relatively completed theoretical framework of studying the media use motivation, but with the important role of community media in21century, Use and Gratification Theory framework should be expanded in the future(Ruggiero,2000). The paper found that economic interest need is also the main motivation factor. So the paper incorporated economic interest need into Use and Gratification theory, validated the applicability of this theory for researching motivation of customer participation in value co-creation of virtual brand community through empirical research.
Third, the paper tested and verified that brand experience had the mediating effect on the relationship between customer participation in value co-creation of virtual brand community and brand equity. Research on value co-creation in virtual brand community is inseparable from the research on the brand experience, and the current research in the field of value co-creation ignores the relationship between value co-creation and brand experience. Customer participation in value co-creation can enhance corporate brand value, but there is lack of empirical test. The paper verified that customer participation value co-creation in virtual brand community had significant effects on brand experience and brand equity, brand experience also had significant effects on brand equity. So the paper verified the mediating effect of brand experience.
引文
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