虚拟品牌社区中感知支持对顾客价值共创行为影响的研究

作者	王娇娇
姓名汉语拼音	wangjiaojiao
学号	2021000009015
培养单位	兰州财经大学
电话	16601116849
电子邮件	1192027911@qq.com
入学年份	2021-9
学位类别	学术硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理
学科方向	企业管理
学科代码	120202
第一导师姓名	郭晓云
第一导师姓名汉语拼音	guoxiaoyun
第一导师单位	兰州财经大学
第一导师职称	副教授
题名	虚拟品牌社区中感知支持对顾客价值共创行为影响的研究
英文题名	The Study Of The Effect Of Perceived Support On Customer’s Value Co-Creation Behavour On Virtual Brand Community
关键词	感知支持顾客心理授权顾客价值共创行为品牌涉入度
外文关键词	Perceived support；Customer psychological authorization；Customer value co creation behavior；Brand involvement
摘要	随着互联网等现代信息技术的快速发展和普及，人们的需求和获取信息的方式也逐渐发生改变。为及时掌握顾客的真实需求，提升品牌营销效果，许多企业纷纷创建虚拟品牌社区，以此与顾客建立社交联系，并鼓励顾客积极分享消费体验，参与新产品设计、品牌推广等社区活动，与顾客一起进行价值创造。然而，目前大部分虚拟品牌社区运营状况不尽人意，远远没有发挥出应有的作用。如何提升顾客参与社区活动的积极性，已成为众多企业的共同难题。现如今已经有学者从企业层面出发，探究顾客价值共创行为的影响因素，但大多集中在企业参与，企业治理等方面，却少有学者聚焦于企业支持角度去探究感知社区支持对顾客价值共创行为的影响。另外，从感知支持到顾客参与价值共创活动这一过程中顾客的心理变化尚不清晰，有待进一步完善。在这个过程中，顾客自身信息处理的方式是否会影响顾客价值共创行为，有待进一步研究。为解决以上问题，本文通过对以往学者的研究成果进行归纳梳理，将感知支持划分为感知功能性支持和感知情感性支持两个维度，基于社会交换理论和“情感事件”框架，探究感知支持，顾客心理授权和顾客价值共创行为之间的关系。同时引入品牌涉入度，探讨顾客的信息处理方式对顾客心理和行为的影响。本文以有过虚拟品牌社区参与经历的顾客为调查对象，采用问卷调查获取了 300 份有效问卷数据，并通过数理统计分析法对获取的数据进行处理分析，从而证实以下研究结论：其一，证实了感知功能性支持、感知情感性支持对顾客价值共创行为均有显著的正向影响作用。其二，顾客心理授权部分中介了感知功能性支持、感知情感性支持对于顾客价值共创行为的影响。其三，品牌涉入度正向调节感知功能性支持、感知情感性支持与顾客价值共创行为的关系。第四，品牌涉入度正向调节感知功能性支持、感知情感性支持与顾客心理授权之间的关系。本研究丰富了虚拟品牌社区社区情境下感知支持对顾客价值共创行为影响路径的研究；拓展了感知支持作用边界条件的相关研究，为后续研究顾客参与价值共创行为活动的心理变化过程提供了新思路，也为企业提升社区活力提出一些指导建议。
英文摘要	With the rapid development and popularization of modern information technology such as the Internet, people's needs and ways of obtaining information have gradually changed. In order to timely grasp the real needs of customers and improve brand marketing effectiveness, many companies have created virtual brand communities to establish social connections with customers and encourage them to actively share their consumption experiences, participate in community activities such as new product design and brand promotion, and create value together with customers. However, currently, the operation of most virtual brand communities is not satisfactory and has not played its due role. How to enhance the enthusiasm of customers to participate in community activities has become a common challenge for many enterprises. Nowadays, some scholars have explored the influencing factors of customer value co creation behavior from the perspective of enterprises, but most of them have focused on enterprise participation, corporate governance, and other aspects. However, few scholars have focused on exploring the impact of perceived community support on customer value co creation behavior from the perspective of enterprise support. In addition, the psychological changes of customers during the process from perceived support to customer participation in value co creation activities are still unclear and need further improvement. Further research is needed to determine whether the way customers process their own information will affect their value co creation behavior during this process. To address the above issues, this article summarizes and sorts out the research results of previous scholars, dividing perceived support into two dimensions: perceived functional support and perceived emotional support. Based on social exchange theory and the "emotional event" framework, it explores the relationship between perceived support, customer psychological authorization, and customer value co creation behavior. Simultaneously introducing brand involvement, exploring the impact of customer information processing methods on customer psychology and behavior. This article takes customers who have participated in virtual brand communities as the survey objects, uses a questionnaire survey to obtain 300 valid questionnaire data, and processes and analyzes the obtained data through mathematical statistical analysis to confirm the following research conclusions: firstly, it confirms that perceived functional support and perceived emotional support have a significant positive impact on customer value co creation behavior. Secondly, customer psychological empowerment partially mediates the impact of perceived functional support and perceived emotional support on customer value co creation behavior. Thirdly, brand involvement positively regulates the relationship between perceived functional support, perceived emotional support, and customer value co creation behavior. Fourthly, brand involvement positively regulates the relationship between perceived functional support, perceived emotional support, and customer psychological empowerment. This study enriches the research on the impact path of perceived support on customer value co creation behavior in the context of virtual brand communities;The related research on the boundary conditions of perceived support has been expanded, providing new ideas for the subsequent study of the psychological changes in customer participation in value co creation behavior activities, and also providing some guidance suggestions for enterprises to enhance community vitality.
学位类型	硕士
答辩日期	2024-05
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	78
参考文献总数	180
馆藏号	0006191
保密级别	公开
中图分类号	F27/228
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/37203
专题	工商管理学院
推荐引用方式 GB/T 7714	王娇娇. 虚拟品牌社区中感知支持对顾客价值共创行为影响的研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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