虚拟品牌社区顾客参与价值共创如何提升品牌关系？
——品牌体验的中介作用

商业研究

虚拟品牌社区顾客参与价值共创如何提升品牌关系？ ——品牌体验的中介作用

李朝辉1，卜庆娟1，曹冰1,2

（1.德州学院经济管理学院，山东德州 253023；2.北京邮电大学经济管理学院，北京 100876）

收稿日期:2019-01-04 出版日期:2019-06-16
作者简介:李朝辉（1979-），女，山东德州人，德州学院经济管理学院副教授，管理学博士，研究方向：价值共创和价值共同破坏；卜庆娟（1976-），女，山东德州人，德州学院经济管理学院教授，管理学博士，研究方向：价值共创和网络消费者行为；曹冰（1989-），女，山东德州人，德州学院经济管理学院讲师，北京邮电大学经济管理学院博士研究生，研究方向：消费者行为。
基金资助:
教育部人文社会科学青年基金项目，项目编号：14YJC630059，17YJC630158；德州学院人才引进课题，项目编号：2018skrc02；德州学院“十三五”重点学科招标课题，项目编号：3010040235。

How Does Customer Participation in Value Co-creation Promote Brand Relationship in Virtual Brand Community?The Mediating Effects of Brand Experience

LI Zhao-hui1, BU Qing-juan1,CAO Bing1,2

（1.School of Economics and Management,Dezhou University,Dezhou 253023,China; 2.School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China）

Received:2019-01-04 Online:2019-06-16

摘要/Abstract

摘要： 虚拟品牌社区已经成为顾客参与价值共创的典型平台，而品牌关系是虚拟品牌社区得以存在的基础，也是虚拟品牌社区创建和发展的根本目标。企业通过虚拟品牌社区吸引更多的顾客参与新产品开发或营销互动，以及鼓励社区内顾客之间的体验分享，来加强虚拟品牌社区的品牌关系，然而，上述关系及作用机理还缺乏完善的实证验证。本研究从广义品牌关系视角，运用实证数据验证了虚拟品牌社区顾客参与价值共创对品牌关系的影响，并检验了品牌体验在二者关系中的中介作用。研究结果表明，虚拟品牌社区广义品牌关系由顾客品牌/产品关系、顾客顾客关系和顾客企业关系三个维度组成；顾客参与发起的价值共创和自发的价值共创对品牌关系都具有显著正向影响；加入品牌体验后，顾客参与发起的价值共创和自发的价值共创完全通过品牌体验影响品牌关系，即品牌体验在顾客参与发起和自发的价值共创各自与品牌关系之间起完全中介作用。该研究成果不但丰富了虚拟品牌社区环境下品牌关系和价值共创的理论成果，而且为提升虚拟品牌社区品牌关系寻找到了新的路径。

关键词: 虚拟品牌社区, 价值共创, 广义品牌关系, 品牌体验

Abstract: Virtual brand community has become a typical platform for customers to participate in value co-creation. Brand relationship is the basis for the existence of virtual brand community, and is also the fundamental goal of the establishment and development of virtual brand community. Through virtual brand community, enterprises attract more customers to participate in new product development activities, marketing interaction activities, and encourage customers to share their experience, which strengthen the brand relationship of virtual brand community. However, the above-mentioned relationship and mechanism of action are still lack of perfect empirical verification. From the perspective of broad brand relationship, this study uses empirical data to verify the impact of customer participation in value co-creation on brand relationship in virtual brand community, and examines the mediating role of brand experience in the relationship between them. The results show that the broad brand relationship in virtual brand community is composed of three dimensions: customer brand/product relationship, customer customer relationship and customer enterprise relationship; customer participation in two types of value co-creation all have direct significant effects on brand relationship, after brand experience is added in the research model, brand experience has fully mediating effect on the relationship between customer participation in two types of value co-creation and brand relationship.The research results not only enrich the theoretical results of brand relationship and value co-creation under the environment of virtual brand community, but also find a new way to promote brand relationship of the virtual brand community.

Key words: virtual brand community, value co-creation, broad brand relationship, brand experience

李朝辉1，卜庆娟1，曹冰1,2 . 虚拟品牌社区顾客参与价值共创如何提升品牌关系？ ——品牌体验的中介作用 [J]. 商业研究.

LI Zhao-hui1, BU Qing-juan1,CAO Bing1,2. How Does Customer Participation in Value Co-creation Promote Brand Relationship in Virtual Brand Community?The Mediating Effects of Brand Experience [J]. 商业研究.

参考文献

［1Brakus J J, Schmitt B H, and Zarantonello L. Brand experience: What is it? Is it measured? Does it affect loyalty? ［J］．Journal of Marketing, 2009, 73(3):52-68. ［2］Zarantonello L, and Schmitt B H. Using the brand experience scale to profile consumers and predict consumer behavior［J］．Journal of Brand Management, 2010,17:532-540. ［3］赵丹. 品牌个性对品牌体验和品牌关系的中介作用研究——以电信行业为例［D］．长春：吉林大学, 2011. ［4］Prahalad C K, Ramaswamy V. Co-creation experiences: The next practice in value creation［J］．Journal of Interactive Marketing, 2004,18(3):5-14. ［5］李朝辉,金永生,卜庆娟.顾客参与虚拟品牌社区价值共创对品牌资产影响研究——品牌体验的中介作用［J］．营销科学学报,2014,10(4):109-124. ［6］Zwass V. Co-creation: Toward a taxonomy and an integrated research perspective［J］．International Journal of Electronic Commerce,2010,15(1):11-48. ［7］Alloza A. Brand engagement and brand experience at BBVA,the transformation of a 150 year old company ［J］．Corporate Reputation Review,2008,11:371-379. ［8］de Chernatony L,Christodoulides G. Taking the brand promise online: Challenges and opportunities［J］．Interactive Marketing,2004,5(3):238-251. ［9］Blackston M. Observations:Building brand equity by managing the brand’s relationships［J］．Journal of Advertising Research,1992,32(3):79-83. ［10］朱丽叶,麦紫苑,叶惠敏. 虚拟品牌社区消费者参与品牌共创对关系质量的影响［J］．成都大学学报（社会科学版）,2017,172(4):2-7. ［11］Christodoulides G. Branding in the post-internet era［J］．Marketing Theory,2009,9(1): 141-144. ［12］薛云建，吴长新.基于社会化媒体营销的社区感知、角色外行为与品牌忠诚研究［J］．企业经济，2018（11）：78-83. ［13］Pawle J,and Cooper P. Measuring emotion: Lovemarks,the future beyond brands［J］．Journal of Advertising Research,2006,46(4):38-48. ［14］吴麟龙,汪波. 虚拟品牌社区对品牌关系的影响机制研究［J］．管理案例研究与评论,2015,8(1):71-83. ［15］McAlexander J H,Schouten J W,Koenig H F. Building brand community［J］．Journal of Marketing,2002,66(1): 38-54. ［16］沙振权,蒋雨薇,温飞. 虚拟品牌社区体验对社区成员品牌认同影响的实证研究［J］．管理评论,2010,22(12):79-88. ［17］Muniz J A M,O’Guinn T C. Brand community［J］．Journal of Consumer Research,2001,27(4):412-432. ［18］Nambisan S,& Baron R A. Virtual customer environments: Testing a model of voluntary participation in value co-creation activities［J］．Journal of product Innovation Management,2009,26(4):388-406. ［19］Schmitt B H. Experiential Marketing: How to Get Customers to Sense,Feel,Think,Act,Relate to Your Company and Brands［M］．Free Press,New York,1999. ［20］Evard Y,Aurier P. Identification and validation of the components of the person-object relationship［J］．Journal of Business Research,1996,37:127-134. ［21］Schultz D E,Barnes B E. Strategic Brand Communication Campaigns［M］．McGraw-Hill,1999. ［22］叶序炮. 虚拟品牌社区用户参与对品牌关系的影响——品牌体验的中介作用［D］．中山：中山大学,2010. ［23］朱丽叶,袁登华,郝佳. 虚拟品牌社区顾客参与品牌共创对品牌承诺的影响研究［J］．管理学报,2018,15(2):262-271. ［24］李启庚，余明阳. 品牌体验价值对品牌资产影响的过程机理［J］．系统管理学报,2011,20(6):744-751. ［25］Schouten J W, Mcalexander J H,Koenig H F. Transcendent customer experience and brand community［J］．Journal of the Academy of Marketing Science,2007,35(3):357-368 ［26］Hans Ouwersloot,Gaby Odekerken-Schrder. Who’s who in brand communities-and why?［J］．European Journal of Marketing,2008,42(5): 571-585. ［27］Holmbeck G N. Toward terminological,conceptual,and statistical clarity in the study of mediators and moderators: Examples from child-clinical and pediatric psychology literatures［J］．Journal of Consulting and Clinical Psychology,1997,65:599-610.

[1]	孙晴, 郝钢, 丁莹莹. 数字平台驱动智慧养老服务供给结构优化——基于价值共创理论视角的博弈分析[J]. 商业研究, 2023, 65(3): 58-.
[2]	徐彤，陈晔，龙潜颖. 旅游感知与地方依恋对主-客价值共创的影响[J]. 商业研究, 2020, 62(7): 1-7.
[3]	米俊，杜泽民. 以价值共创为中介的集群发展对军民融合产业园区内企业绩效影响及发展路径研究 ——基于山西省长治市军民融合园区样本的调查[J]. 商业研究, 2019, 61(5): 69-75.
[4]	赵大伟，景爱萍. 数据赋能视角下在线出行服务动态价值共创过程研究[J]. 商业研究, 2019, 61(4): 22-30.
[5]	王潇1，王楠楠1，邢博2. 西方服务创新理论发展30年:1986-2017[J]. 商业研究, 2018, 60(8): 151-160.
[6]	郝金磊，尹萌. 分享经济：赋能、价值共创与商业模式创新. ——基于猪八戒网的案例研究[J]. 商业研究, 2018, 60(5): 31-40.