本文選題：顧客參與 + 虛擬品牌社區(qū)　； 參考：《北京郵電大學(xué)》2013年博士論文

【摘要】：隨著顧客角色從被動(dòng)到主動(dòng),與顧客共同創(chuàng)造價(jià)值已經(jīng)成為企業(yè)未來獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的來源。虛擬品牌社區(qū)作為企業(yè)與顧客、顧客與顧客之間進(jìn)行價(jià)值共創(chuàng)的典型平臺(tái),雖然已經(jīng)引起了學(xué)術(shù)界和實(shí)踐家們的關(guān)注,但還沒有學(xué)者從顧客參與的視角,對(duì)虛擬品牌社區(qū)價(jià)值共創(chuàng)的動(dòng)機(jī)、行為和結(jié)果進(jìn)行系統(tǒng)的研究。為了豐富價(jià)值共創(chuàng)的理論成果,本文對(duì)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)進(jìn)行了探索性研究。 首先,對(duì)相關(guān)文獻(xiàn)進(jìn)行綜述。本文介紹了顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的相關(guān)概念,并對(duì)價(jià)值共創(chuàng)研究的國內(nèi)外成果進(jìn)行了綜述,發(fā)現(xiàn)研究不足主要表現(xiàn)在：缺乏價(jià)值共創(chuàng)定量的實(shí)證研究,缺乏顧客參與價(jià)值共創(chuàng)前因和后果的系統(tǒng)研究,缺乏線上環(huán)境價(jià)值共創(chuàng)的研究,缺乏品牌價(jià)值共創(chuàng)的研究等幾個(gè)方面�；诖�,提出了本論文的研究視角和研究問題：系統(tǒng)研究顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的動(dòng)機(jī)、行為和結(jié)果。根據(jù)研究問題,本文還介紹了顧客參與價(jià)值共創(chuàng)動(dòng)機(jī)的相關(guān)理論,顧客參與價(jià)值共創(chuàng)結(jié)果的相關(guān)理論：品牌體驗(yàn)理論和品牌資產(chǎn)理論,為后面分析顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)機(jī)理奠定了理論基礎(chǔ)。 其次,本文對(duì)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)動(dòng)機(jī)-行為-結(jié)果之間的關(guān)系機(jī)理進(jìn)行了分析。對(duì)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)進(jìn)行了概念界定,將顧客參與價(jià)值共創(chuàng)的行為分為兩種類型：發(fā)起的價(jià)值共創(chuàng)和自發(fā)的價(jià)值共創(chuàng),并對(duì)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的動(dòng)機(jī)因素進(jìn)行了理論分析和訪談分析,發(fā)現(xiàn)應(yīng)該將經(jīng)濟(jì)利益需求動(dòng)機(jī)納入使用與滿足理論框架對(duì)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的動(dòng)機(jī)進(jìn)行研究；通過分析還發(fā)現(xiàn),顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)與品牌體驗(yàn)和品牌資產(chǎn)之間確實(shí)存在一定關(guān)系機(jī)理,為后面研究模型的構(gòu)建和研究假設(shè)的提出奠定了理論和現(xiàn)實(shí)基礎(chǔ)。 最后,在實(shí)證研究層面,以“動(dòng)機(jī)-行為-結(jié)果”為主線構(gòu)建了研究模型,提出了研究假設(shè)并運(yùn)用有效數(shù)據(jù)進(jìn)行了實(shí)證檢驗(yàn)。結(jié)果發(fā)現(xiàn)：顧客參與發(fā)起的價(jià)值共創(chuàng)動(dòng)機(jī)為個(gè)人整合、社會(huì)整合及經(jīng)濟(jì)利益動(dòng)機(jī),對(duì)感官體驗(yàn)、思考體驗(yàn)和行為體驗(yàn)有顯著影響,對(duì)品牌資產(chǎn)的三個(gè)維度有顯著影響；顧客參與自發(fā)的價(jià)值共創(chuàng)動(dòng)機(jī)為認(rèn)知需求、個(gè)人整合、社會(huì)整合和享樂需求動(dòng)機(jī),顧客參與自發(fā)的價(jià)值共創(chuàng)對(duì)品牌體驗(yàn)和品牌資產(chǎn)各個(gè)維度都有顯著影響;品牌體驗(yàn)在顧客參與價(jià)值共創(chuàng)和品牌資產(chǎn)的關(guān)系中起著中介作用。研究還發(fā)現(xiàn),品牌資產(chǎn)三個(gè)維度之間也具有關(guān)系,品牌知名度／聯(lián)想影響感知質(zhì)量,感知質(zhì)量影響品牌忠誠,因此,顧客參與價(jià)值共創(chuàng)對(duì)品牌忠誠度具有直接影響,還通過品牌知名度／聯(lián)想、感知質(zhì)量對(duì)品牌忠誠產(chǎn)生間接影響。 本論文的創(chuàng)新點(diǎn)表現(xiàn)在以下三個(gè)方面： 第一,構(gòu)建了一個(gè)顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的研究模型,同時(shí)研究了生產(chǎn)領(lǐng)域和消費(fèi)領(lǐng)域兩種領(lǐng)域顧客參與價(jià)值共創(chuàng)的動(dòng)機(jī)和結(jié)果�，F(xiàn)有的研究中,大多是生產(chǎn)領(lǐng)域或消費(fèi)領(lǐng)域單獨(dú)領(lǐng)域的研究,而虛擬品牌社區(qū)價(jià)值共創(chuàng)比較復(fù)雜,即包括生產(chǎn)領(lǐng)域的價(jià)值共創(chuàng)又包括消費(fèi)領(lǐng)域的價(jià)值共創(chuàng)。因此,本論文將顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)行為分為發(fā)起的價(jià)值共創(chuàng)(生產(chǎn)領(lǐng)域)和自發(fā)的價(jià)值共創(chuàng)(消費(fèi)領(lǐng)域),以“動(dòng)機(jī)-行為-結(jié)果”為主線,構(gòu)建了顧客參與虛擬品牌社區(qū)兩種類型價(jià)值共創(chuàng)行為的動(dòng)機(jī)和結(jié)果的研究模型,揭示了顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)的機(jī)理。 第二,擴(kuò)大了使用與滿足理論的理論框架,并驗(yàn)證了該理論在研究顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)動(dòng)機(jī)中的適用性。使用與滿足理論是研究媒介使用動(dòng)機(jī)的相對(duì)完整的理論框架,但隨著社區(qū)媒體逐漸在21世紀(jì)扮演的重要角色,在未來應(yīng)該擴(kuò)大使用與滿足理論的理論框架(Ruggiero,2000)。本論文通過理論分析和訪談分析發(fā)現(xiàn),經(jīng)濟(jì)利益需求也是顧客參與價(jià)值共創(chuàng)的主要?jiǎng)訖C(jī),因此,將經(jīng)濟(jì)利益需求納入使用與滿足理論,并通過定量實(shí)證研究驗(yàn)證了該理論在研究顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)動(dòng)機(jī)中的適用性。 第三,驗(yàn)證了品牌體驗(yàn)在顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)和品牌資產(chǎn)關(guān)系中的中介作用。研究虛擬品牌社區(qū)的價(jià)值共創(chuàng)離不開對(duì)品牌體驗(yàn)的研究,而目前在價(jià)值共創(chuàng)的研究領(lǐng)域,忽略了價(jià)值共創(chuàng)和品牌體驗(yàn)的關(guān)系。顧客參與價(jià)值共創(chuàng)可以提升企業(yè)品牌價(jià)值,但缺乏實(shí)證檢驗(yàn)。本論文通過實(shí)證研究驗(yàn)證了顧客參與虛擬品牌社區(qū)價(jià)值共創(chuàng)對(duì)品牌體驗(yàn)和品牌資產(chǎn)具有顯著影響,同時(shí)研究還發(fā)現(xiàn)品牌體驗(yàn)對(duì)品牌資產(chǎn)具有顯著影響,因此,品牌體驗(yàn)的中介作用得到驗(yàn)證。
[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.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F713.36

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