虚拟品牌社区成员持续知识贡献行为影响因素及机理研究

Member continuous knowledge contribution behavior is considered as the most fundamental and important basis for the survival of virtual brand communities as well as the fulfillment of value co-creation of corporate and its customers. Thus, the question what factors determine this member behavior and how gradually attracted more and more attention from both scholars and practitioners. However, due to the lack of a powerful theoretical framework, existing studies were limited and fragmented. To give a more reliable and systematic answer, this project aims to explore the antecedents of continuous knowledge contribution behavior, as well as its underlying mechanisms, through three studies. Specifically, study 1 introduces engagement theory into the virtual community research field. After discussing its applicability and explanatory power, a new construct, namely virtual community engagement, is developed and operationalized through a series of qualitative and quantitative sub-studies. Study 2 develops the experimental manipulation of virtual community engagement, and then tests the causal relationship between engagement and continuous knowledge contribution behavior through a series of lab experiments. Building on study 1 and 2, study 3 first develops a full-range theoretical model which depicts the “participation needs-motivation-intention-behavior” process, and then empirically tests this model with multi-source, time-lagged objective and subjective data. Overall, this research contributes to the current literature and future research for scholars, as well as management practices for practitioners.

成员持续知识贡献行为是虚拟品牌社区长期存在并实现消费者共创价值的关键，因此什么因素如何影响持续知识贡献行为成为理论研究与企业管理实践关注的焦点。然而，由于缺乏针对性的理论基础，已有研究呈现出数量少、碎片化的不足。为了更深入、系统地回答该问题，本项目通过三个子研究对持续知识贡献行为的前因及其影响机制进行了探讨。子研究一首先将投入度理论引入虚拟社区个体行为研究中来，对其适用性与解释力进行了探讨，同时构建了虚拟社区投入度这一新概念，并通过定性与定量研究开发出测量量表。子研究二开发了虚拟社区投入度的实验操控技术，并通过一系列实验研究就其对持续知识贡献行为的因果影响关系进行了探讨。在前两个研究的基础上，子研究三基于投入度理论构建了“参与需求-动机-意愿-行为”的过程模型，通过收集多来源、多时点的主观与客观数据，对理论模型进行了实证检验。本项目研究不仅为未来研究提供了基础和方向，也具有重要的实践意义。

成员持续知识贡献行为是虚拟品牌社区长期存在并实现消费者共创价值的关键，因此什么因素、以及如何影响持续知识贡献行为成为理论研究与企业管理实践关注的焦点。然而，由于缺乏针对性的理论基础，已有研究呈现出数量少、碎片化的不足。为了更深入、系统地回答该问题，本项目对持续知识贡献行为的前因及其影响机制进行了探讨。研究一首先将组织嵌入理论引入虚拟社区个体行为研究中来，对其适用性与解释力进行了探讨，同时构建了虚拟社区投入度这一新概念。研究二基于社区嵌入度概念，构建了“参与需求-动机-意愿-行为”的过程模型，通过收集多来源、主客观数据，对理论模型进行了实证检验。随着研究的发展，本领域研究开始关注虚拟社区中领导力的形成及其影响，基于此，在研究过程中为本项目添加了两个新的子方向：一是变革型领导对知识共享的影响机理研究，二是指令型与参与型领导行为的形成及其影响研究。本项目研究不仅为未来研究提供了基础和方向，也具有重要的实践意义。