基于顾客参与视角的虚拟品牌社区价值共创研究

发布时间：2018-05-17 00:27

本文选题：顾客参与 + 虚拟品牌社区　；参考：《北京邮电大学》2013年博士论文

【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。
[Abstract]:With customer role from passivity to initiative, creating value with customers has become a source of competitive advantage for enterprises in the future. As a typical platform for value creation between enterprises and customers and between customers and customers, virtual brand community has attracted the attention of academics and practitioners, but no scholars have participated in the participation of customers. This paper makes a systematic research on the motivation, behavior and results of the value creation of virtual brand community. In order to enrich the theoretical results of value creation, this paper makes an exploratory research on the customer participation in the value creation of virtual brand community.
First, this article reviews the relevant literature. This article introduces the concept of customer participation in the value creation of virtual brand community, and summarizes the domestic and foreign achievements of the value creation research, and finds that the lack of research is mainly manifested in the lack of value creation quantitative empirical research, the lack of customer participation in the cause and consequence of value creation and the consequences of the system research. We lack the research on the value creation of the online environment and lack the research of brand value creation. Based on this, this paper puts forward the research perspective and research questions in this paper: the motivation, behavior and results of customer participation in virtual brand community value creation are systematically studied. The theory of customer participation in value creation results: brand experience theory and brand equity theory, which lays a theoretical foundation for the analysis of customer participation in virtual brand community value creation mechanism.
Secondly, this paper analyzes the relationship mechanism between customer participation in virtual brand community value creation motivation behavior result. It defines the concept of customer participation in virtual brand community value creation, and divides customer participation in value creation into two types: initiated value creation and spontaneous value creation, and to customers. The motivational factors involved in the value creation of virtual brand community are analyzed in theory and interview. It is found that the motivation of economic interest demand motivation should be included in the motivation of customer participation in virtual brand community value creation in the use and satisfaction theory framework. There is a certain relationship between brand experience and brand equity, which lays a theoretical and realistic foundation for the construction of the research model and the research hypothesis.
Finally, at the level of empirical research, the research model is built on the basis of motivation - behavior - result. The research hypothesis is proposed and the effective data is used to carry out an empirical test. The results show that the motivation of value creation initiated by customer participation is personal integration, social integration and economic benefit motivation, sensory experience, thinking experience and behavior. There is a significant impact on the three dimensions of brand equity; the motivation of customer participation in spontaneous value creation is cognitive demand, personal integration, social integration and pleasure demand motivation, and customer participation in spontaneous value creation has a significant impact on brand experience and brand equity, and brand experience is involved in the value of customer participation. The relationship between brand equity and brand equity plays a mediating role. The study also found that the three dimensions of brand equity also have relations. Brand awareness / association affects perceived quality and perceived quality affects brand loyalty. Therefore, customer participation in value creation has a direct impact on brand loyalty, and the perceived quality is also perceived through brand awareness / Association. There is an indirect impact on brand loyalty.
The innovation of this paper is manifested in the following three aspects:
First, a model of customer participation in the value creation of virtual brand community is constructed. At the same time, the motivation and results of customer participation in two fields of production and consumption are studied. Most of the existing studies are in the field of production or in the field of consumption, and the value creation of the virtual brand community is more complex. The value co creation in the field of production includes creating value co creation in the field of consumption. Therefore, this paper divides customer participation in value creating behavior in virtual brand community into initiating value creation (production field) and spontaneous value creation (consumption field), and building a customer participation in virtual brand community with "motivation behavior result" as the main line. The research model of two types of motivation and results of value co creation reveals the mechanism of customer participation in the value creation of virtual brand communities.
Second, we expand the theoretical framework of use and satisfaction, and verify the applicability of the theory in the study of customer participation in virtual brand community value creation motivation. The theory of use and satisfaction is a relatively complete theoretical framework for the study of media use motivation, but with the important role played by the community media in the twenty-first Century, it should be in the future. The theoretical framework of the extended use and satisfaction theory (Ruggiero, 2000). Through theoretical analysis and interview analysis, this paper finds that the demand for economic interests is also the main motive of customer participation in value creation. Therefore, the economic interest demand is included in the theory of use and satisfaction, and the theory is verified by quantitative empirical research. The applicability of the brand community value creation motivation.
Third, verify the intermediary role of brand experience in customer participation in virtual brand community value creation and brand equity relationship. Research on the value creation of virtual brand community can not be separated from the study of brand experience. At present, in the field of value creation, the relationship between value creation and brand experience is ignored. Customer participation in value creation can be achieved. In order to improve the brand value of enterprise, it lacks empirical test. Through empirical research, this paper proves that customer participation in virtual brand community value creation has a significant impact on brand experience and brand equity. Meanwhile, the study also finds that brand experience has a significant impact on brand equity, and the intermediary role of brand experience is verified.
【学位授予单位】：北京邮电大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F713.36

【参考文献】