消费领域共创价值的机理及对品牌忠诚的作用研究被引量：75

The Mechanism of Co-creation Value in Consumption Area and Its Influence on Brand Loyalty

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摘要结合社会学的互动理论和心理学的审美体验理论,探索在消费领域共创价值中共创价值的价值内容、消费者创造价值的行为表现、企业的行为表现及其作用、共创价值的机理以及消费领域共创价值对品牌忠诚的作用。基于理论分析,以汽车品牌社群为实证研究对象,对其成员进行访谈和问卷调查,使用R软件,采用贝叶斯估计方法对数据进行回归分析。实证研究结果表明,在消费领域,消费者能够与企业共同创造价值,并且消费者主导价值的创造,企业只需起到支持性作用,消费者主导的共创价值与其品牌忠诚正相关,并提出消费者与企业共创价值的举措以及企业培育消费者品牌忠诚的新思路。 This paper combines the sociological theory of interaction and aesthetic experience, to explore co-creation value in consumption area, the behavior of consumer in co-creation value, enterprise behavior and its influence, the mechanism of co-creation value and the impact of co-creation value in consumption area on brand loyalty. Applying interviews and questionnaires to get first-hand data from car brand community, the data regression analysis was implemented through Bayesian estimation methods by R 2.11.1. This paper comes to the following conclusions ： First, in consumption area consumer can co-create value with enterprise, but co-creation value is dominated by consumer and enterprise only plays a supporting role. Second, brand loyalty is affected by co-creation value. This paper provides measures for conducting effective value co-creation activities between consumers and enterprises and new path for cultivating brand loyalty.

作者王新新万文海

机构地区上海财经大学国际工商管理学院华侨大学工商管理学院

出处《管理科学》 CSSCI 北大核心 2012年第5期52-65,共14页 Journal of Management Science

基金国家自然科学基金(70872069 71172145) 教育部人文社会科学研究项目(12YJC630190)~~

关键词消费领域共创价值消费互动审美体验品牌忠诚企业行为 co-creation value in consumption area consuming interaction aesthetic experience brand loyalty enterprise behavior

分类号 F713.55 [经济管理—市场营销]

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