卜庆娟^1，2;金永生¹;李朝辉²

• 1:北京邮电大学 经济管理学院，北京 100876
• 2:德州学院 经济管理学院，山东 德州 253023

摘要(Abstract)：

虚拟品牌社区是价值共创的典型平台，互动是价值共创的行为轨迹，顾客是互动的核心主体。那么，在虚拟品牌社区情境下，顾客在价值共创互动过程中都实施了哪些行为呢？这些互动行为都为顾客创造了哪些价值呢？这些互动行为又一定能创造价值吗？本研究在文献研究及前期研究成果的基础上，提出顾客价值共创互动行为由求助、人际互动、反馈和倡导四个维度构成，顾客价值由实用价值、娱乐价值和社会价值三个维度构成。本研究通过在线问卷调查获取数据，采用结构方程验证顾客价值共创互动行为对顾客价值的影响。研究结果表明：（1）求助和反馈既是价值共同创造行为也是价值共同破坏行为，求助显著正向影响实用价值，显著负向影响社会价值，而反馈显著正向影响社会价值，显著负向影响娱乐价值；（2）人际互动和倡导是完全价值共创行为，不会导致价值的共同破坏，人际互动显著正向影响娱乐价值和社会价值，而倡导对顾客价值的三个维度均有显著正向影响。

关键词(KeyWords)： 互动;虚拟品牌社区;顾客价值共创行为;顾客价值;价值共同破坏

Abstract:

Keywords:

基金项目(Foundation): 教育部人文社会科学研究青年基金项目（14YJC630059）；山东省优秀中青年科学家科研奖励基金项目（BS2014SF021）

作者(Authors): 卜庆娟^1，2;金永生¹;李朝辉²

DOI: 10.16538/j.cnki.fem.2016.09.002

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