在线品牌社区顾客价值共创行为的前因及结果效应：社会资本视角

Customer value co-creation behavior has become one important strategy for enterprises to achieve product innovation and brand promotion. So how to effectively evaluate and analyze customer value co-creation behavior and its antecedents and results, has become an urgent research problem. As customer value co-creation behavior can not carry out without effective support of social capital, this research will be based on the perspective of social capital, to explore the relations between customer value co-creation behavior, its antecedents and its results. Firstly, this research will take online brand community as the research background, to propose the dimensions of customer value co-creation behavior and co-creation value with qualitative research. Secondly, we will combine the theory of social capital and value co-creation to research the effect relationship between social capital, customer value co-creation behavior and co-creation value, explore the mediating effect of customer value co-creation behavior, and analyze the effect of strong and weak relationship. Thirdly, moderating effects of brand community atmosphere and sense of self-determination on the relationship between social capital and customer value co-creation behavior will be explored. Finally, the effect of co-creation value on its consequences will be researched. The research is expected to reveal the behavioral connotation of customer value co-creation in online brand community, and construct the effect relationship model between social capital, customer value co-creation behavior and co-creation value. The results of the research will enrich the study on the antecedents and effects of customer value co-creation behavior, and will provide theoretical reference for online brand community to implement value co-creation strategy effectively.

顾客价值共创行为已经成为企业实现产品创新和品牌推广的重要策略之一。因而有效地识别和分析顾客价值共创行为及其前因和结果，是亟待研究的问题。由于顾客价值共创行为的实施离不开社会资本的有效支持，因此本研究基于社会资本的视角，探究顾客价值共创行为与其前因和结果的关系。以在线品牌社区为研究背景，首先通过定性研究提出顾客价值共创行为、共创价值的维度。其次，综合社会资本理论和价值共创理论，研究社会资本、顾客价值共创行为和共创价值的影响关系，探究顾客价值共创行为的中介效应；并分析强弱关系的影响。再次，探究品牌社区氛围和自我决定感在社会资本与顾客价值共创行为关系中的调节作用。最后，研究共创价值对其结果的影响。研究预期将揭示在线品牌社区顾客价值共创的行为内涵，构建社会资本、顾客价值共创行为和共创价值的影响关系模型。研究结果将丰富顾客价值共创行为的前因及结果效应研究；为在线品牌社区有效实施价值共创策略提供理论借鉴。

顾客价值共创已经成为企业提升品牌资产、实现顾客价值的重要策略。本项目在网络品牌社区背景下，基于社会资本理论，深入研究顾客价值共创与其前因及结果的影响关系。第一，本项目对顾客价值共创行为、社会资本、共创价值等理论，构建本研究的理论框架。第二，基于现有的顾客价值共创行为理论，采用深度访谈定性研究提出顾客价值共创行为的维度构成。第三，本项目在网络品牌社区背景下，基于社会资本理论和价值共创理论，构建社会资本通过顾客价值共创行为对共创价值的影响关系。实证研究结果发现，紧密型社会资本和链合型社会资本均对知识贡献行为具有显著的影响，链合型社会资本对在线社区公民行为具有显著影响。知识贡献行为能够积极影响共创价值。第四，本项目基于社会认知理论和价值共创理论，构建了互动环境通过顾客价值共创对共创体验和品牌资产的影响关系模型。实证研究结果表明，互动环境能够积极影响顾客价值共创，顾客价值共创在互动环境和共创体验的关系中具有中介效应，共创体验在顾客价值共创和品牌资产的关系中具有中介效应，自我效能感能够正向调节互动环境和顾客价值共创的关系。第五，本项目基于社会资本理论，研究电子商务服务质量和虚拟社区质量通过信任对顾客交易意向的影响。研究结果发现，电子商务服务质量和虚拟社区质量均能积极影响信任，信任能够积极影响顾客交易意向，虚拟社区质量能正向调节电子商务服务质量和信任的关系。在理论上，从社会资本和互动环境的视角，进一步丰富了顾客价值共创的前因研究。在实践上，为企业从社会资本、互动环境等角度提升顾客价值共创提供了理论借鉴。