 ==>> 点击下载文档 |
然而，目前针对我国企业和顾客价值共创的研究还比较匮乏，很少有学者从社
会嵌入的角度来探讨企业和顾客价值共创的相关问题
本研究探索了企业价值共创论坛中，影响顾客价值共创产生内容的数量以
及受欢迎程度的因素。本研究引入社会嵌入理论，从社会嵌入的结构特征、关
系特征以及资源特征三个角度深入分析了其对顾客价值共创的影响。同时，因
为在企业的价值共创论坛中，存在两种形式的互动，即顾客和顾客的互动以及
员工和顾客的互动，所以本研究进一步分析了员工参与对价值共创的影响
首先，从社会嵌入结构特征的视角出发，本研究探讨了顾客基于好友网络
形成的网络位置对其价值共创产生内容数量的影响作用。本研究选取小米公司
的官方价值共创平台——MIUI 论坛作为研究对象，采用 Python 程序抓取网页
上的客观内容，获取 MIUI 论坛上顾客的好友信息以及顾客价值共创产生内容
的信息。进一步的，通过分析顾客之间的好友关系形成的社会网络结构，计算
出顾客在好友关系网络中的各项中心度指标，进而分析顾客社会网络位置对其
价值共创产生内容数量的影响。结果显示，顾客基于好友网络形成的度数中心
度和紧密中心度对顾客价值共创产生内容的数量有显著正向影响，然而，顾客
基于好友网络形成的中介中心度对顾客价值共创产生内容的数量有显著负向地
影响作用
其次，从社会嵌入关系特征的视角出发，本研究探讨了顾客的结构嵌入和
关系嵌入对其价值共创产生内容数量的影响以及员工参与的调节作用。本研究
的数据来源为小米公司的官方价值共创论坛——MIUI 论坛，利用 Python 程序
抓取网页上的客观内容，获取 MIUI 论坛上顾客的好友信息、员工参与的信息
及顾客价值共创产生内容的信息。结果表明，顾客的结构嵌入和关系嵌入对其
价值共创产生内容的数量有显著正向影响；员工参与负向地调节结构嵌入对顾
客价值共创产生内容数量的影响；员工参与对顾客关系嵌入对其价值共创产生
内容数量的影响没有调节作用。哈尔滨工业大学管理学博士学位论文
- II -
最后，从社会嵌入资源特征的视角出发，本研究探索了社会资本的三个维
度，即社会网络纽带、互惠性原则和共同语言，以及社会资本三个维度的互动
关系对顾客价值共创产生内容受欢迎程度的影响。本研究利用 Python 程序抓取
了 MIUI 论坛上顾客价值共创的客观数据，采用 PLS 结构方程模型进行了数据
分析。结果表明，互惠性原则对顾客价值共创产生内容受欢迎程度有显著的正
向影响；共同语言对顾客价值共创产生内容受欢迎程度有显著的正向影响；社
会网络纽带对顾客价值共创产生内容受欢迎程度的直接影响不显著；互惠性原
则和共同语言在社会网络纽带对顾客价值共创产生内容受欢迎程度的影响中起
到完全中介的作用
本文的研究成果弥补了企业与顾客价值共创研究的不足，为价值共创的研
究提供了新的研究视角、补充了新的研究内容以及研究方法，也丰富了社会嵌
入领域的相关研究。同时，研究结果也为顾客参与价值共创活动提供了有价值
的参考依据，为企业制定价值共创策略以及利用在线平台开展价值共创活动提
供了合理有效的意见和建议
关键词：价值共创；社会嵌入；网络结构；社会资本；顾客产生内容Abstract
- III -
Abstract
The process of co-creation has changed with the development of the society.
Service-dominant logic emphasized that consumers are the value co-creators. Due to
the rapid development of Web 2.0 technology, the Internet has changed how people
communicate. Increasing numbers of customers generate their content in online co-
creation communities and this co-creation between customers and companies has
become a fashion trend. With the current trend of co-creation, companies and
consumers increasingly take advantage of online co-creation communities to share
and exchange product-related information. However, there are littler researches focus
on co-creation in China. In response to the research gap of online co-creation, we
advance the theoretical understanding of consumer co-creation from a social
embeddedness perspective.
This study explored the co-creation activities between companies and consumers
in the online co-creation platform owned by the company from a social embeddedness
perspective. Specifically, investigating co-creation from structural embeddedness
perspective, relational embeddedness perspective and resource embeddedness
perspective, respectively. There are both consumer to consumer and consumer to
employee interaction in the online co-creation platform, so we also considered the
effect of employee participation.
Firstly, based on social network theory, this study explored how a consumer’s
network positions in the friendship-based network influences the consumer’s
contributions to online co-creation. Using panel data collected from MIUI online co-
creation community in mainland China, we calculate the centrality measures. We
found strong evidence for the suggested influence of network positions on
contribution behavior. Specifically, we proved that a consumer’s degree centrality and
closeness centrality had positive effects on contributions to online co-creation.
However, there was a negative relationship between consumer’s betweenness
centrality and contributions to online co-creation.
Moreover, this study investigated the relationship between social embeddedness
and customer-generated content and how participation of employees moderated this
relationship. To analyze social embeddedness, we focused on structural
embeddedness and relational embeddedness. This study using objective data collected
from the MIUI online co-creation community in China, including the number of
friends, the number of posts and employee participation.The results indicated that哈尔滨工业大学管理学博士学位论文
- IV -
both structural and relational embeddedness positively impact customer-generated
content and employee participation negatively moderates the relationship between
structural embeddedness and customer-generated content. Employee participation has
no moderation effect between relational embeddedness and customer-generated
content.
Thirdly, based on social capital theory, we developed a research model to
examine the factors influencing the popularity of customer-generated content using
objective data collected from the MIUI online co-creation community in China. We
proved that both norm of reciprocity and shared language have positive effect on the
popularity of customer-generated content. A key result of this study is that social
networks ties among consumers enable the norm of reciprocity and shared language,
which in turn influence the popularity of customer-generated content.
This study broadens our understanding about co-creation between companies and
consumers, provides a new research perspective and adds new research content and
methods. This study also broadens our understanding about social embeddedness
theory. We provides suggestions to company managers and online co-creation
platform directors as well.
Keywords: Co-creation; Social Emebeddedness; Network Structure; Social Capital;
Consumer-generated Content目 录
- V -
目 录
摘要......I
ABSTRACT ... III
第 1 章 绪 论.....1
1.1 问题的提出 ......1
1.1.1 研究背景 1
1.1.2 研究目的 4
1.1.3 研究意义 5
1.2 国内外研究现状 ..........6
1.2.1 价值共创相关研究 ........6
1.2.2 顾客参与价值共创的相关研究 8
1.2.3 社会嵌入理论的相关研究 ......11
1.3 研究内容及结构安排 15
1.3.1 研究内容 ..........15
1.3.2 结构安排 ..........15
1.4 研究方法及技术路线 17
1.4.1 研究方法 ...........
。。。以上简介无排版格式，详细内容请下载查看
