虚拟品牌社区环境下顾客参与价值共创对品牌体验的影响

摘要

This paper took the customer in virtual brand community as the research object .Using the method of structural equation modeling , it studied the relationship between customer participation in two types of value co -creation and brand expe-rience.The study found that customer participation in sponsored value co-creation had significant effects on sensory experi-ence, thinking experience and behavior experience , and in autonomous value co-creation, it had significant effects on sensory experience , affective experience , thinking experience , behavior experience and related experience .The results show that cus-tomer participation in value co-creation is an effective path of improving customers'brand experience under the environment of virtual brand community .%以虚拟品牌社区顾客为研究对象，采用结构方程模型的方法，实证检验了顾客参与两种类型价值共创行为与品牌体验之间的关系。结果发现：顾客参与发起的价值共创对感官体验、思考体验和行为体验具有正向显著影响；顾客参与自发的价值共创对感官、情感、思考、行为和关联体验都具有显著正向影响。因此，顾客参与价值共创是提升虚拟品牌社区顾客品牌体验的有效路径。