社会网络环境下网络品牌粘性构建的复杂结构路径——消费者共创视角

发布时间：2018-07-09 21:03

本文选题：社会网络 + 服务创新　；参考：《技术经济与管理研究》2017年06期

【摘要】：社会网络环境下的网络服务创新及品牌管理更加凸显民主化,如何提升用户粘性是当下学术界及企业界关注的重要问题。文章基于消费者共创及体验价值视角研究社会网络情境下网络品牌粘性构建的复杂结构路径。为揭示消费者共创及体验价值与网络品牌粘性间复杂的因果关系,揭示多种逻辑条件组合的可行性,本研究将模糊集定性比较分析法(FSQCA)应用于品牌管理领域的研究,并从发帖行为(积极参与)和潜水行为(消极参与)来诠释消费者共创行为的参与度,揭示不同参与程度消费者形成网络品牌粘性的复杂结构路径。结果表明:消费者共创性及体验价值各维度对不同参与程度消费者的网络品牌粘性的影响存在多种因果路径。本研究不仅从理论上进一步丰富和完善社会网络环境下消费者协同创新行为理论、社会化服务创新理论、网络消费者习惯性粘性行为理论及网络品牌管理理论,而且对企业有针对性地制定消费者共创及体验战略提升网络品牌粘性具有重要实践意义。
[Abstract]:Network service innovation and brand management under social network environment are more prominent democratization, how to enhance user stickiness is an important issue that academia and business circles pay attention to. Based on the perspective of consumer creation and experience value, this paper studies the complex structure of network brand stickiness under the social network situation. In order to reveal the complex causality between consumer creation and experience value and network brand stickiness, and to reveal the feasibility of combination of various logical conditions, this study applies fuzzy set qualitative comparative analysis (FSQCA) to the research of brand management. And from posting behavior (active participation) and diving behavior (passive participation) to interpret the participation of consumer creation behavior, revealing the different degree of participation of consumers to form the network brand sticky complex structure path. The results show that there are many causality paths for the influence of consumer creativeness and experience value on consumers' network brand stickiness with different degree of participation. This research not only enriches and consummates the theory of consumer cooperative innovation behavior, social service innovation theory, network consumer habitual viscous behavior theory and network brand management theory, but also further enriches and perfects the theory of consumer cooperative innovation behavior under social network environment. Moreover, it is of great practical significance for enterprises to formulate consumer creation and experience strategy to promote network brand stickiness.
【作者单位】：华侨大学工商管理学院;
【基金】：福建省社会科学规划项目(2014C105) 华侨大学高层次人才科研启动费项目(12BS121)
【分类号】：F273.2;F724.6

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