采用案例研究方法,以小米社区作为研究对象,基于顾客契合和价值共创理论,探讨虚拟品牌社区顾客契合对价值共创的影响机制.研究模型揭示了虚拟品牌社区是实现价值共创的典型平台,通过“动机-过程-结果”的系统化过程实现价值共创.研究表明:顾客准备和社区认同是促进虚拟品牌社区顾客契合的动机,分别从个体和群体层面促进顾客契合;顾客契合是实现价值共创的基础,通过心理、行为和社会因素的契合过程促进价值共创;顾客契合促进顾客价值和顾客忠诚,同时,顾客价值还直接促进顾客忠诚,从而实现顾客和企业双重属性价值.%With the exploratory case study method and based on the theories of customer engagement and value co-creation,this study took Xiaomi community as example to discuss the influence mechanism of customer engagement to value co-creation in virtual brand community.The result reveals that virtual brand community is a typical platform to realize value co-creation through systematic process of "motive-process-result".The results also show that customer readiness and community identity are motivation factors of customer engagement in virtual brand community,and promote customer engagement at individual and group level respectively.The customer engagement is the foundation for value co-creation through a systematic process of psychological,behavioral and social factors.The customer engagement promotes customer value and customer loyalty,while customer value also directly promotes customer loyalty,thus realizing dual property of customer and enterprise value
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