学校代码： 10385 分类号：
研究生学号：1511307033 密 级：
虚拟品牌社区顾客感知公平对其价值共创行为的影响研究
——基于社区认同的中介作用
Research on the Effect of Customer Perceived Justice on Customer
Value Co-creation Behavior in Virtual Brand Community
——the Mediating Effects of Community Identity
作者姓名： 李华迎
指导教师： 田建春 教授
学 科：工商管理 ，技术经济及管理
研究方向： 项目管理与技术评价
所在学院： 工商管理学院
论文提交日期：二〇一八 年 六 月 四 日
I
摘 要
互联网、大数据等先进技术的不断进步和升级为企业带来了前所未有的机
会。传统的仅由企业单独创造价值的旧模式已越来越不能跟上社会的发展，顾
客参与价值创造的新模式逐渐凸显新优势。越来越多的企业通过构建虚拟品牌
社区，引导顾客参与到企业产品或服务的设计、开发、消费等价值创造过程中，
为了实现企业与顾客之间以及顾客与顾客之间价值的共同创造，虚拟品牌社区
已经发展成为典型的价值创造平台。顾客参与对于价值共创的重要性已得到广
泛认可，学界和业界有必要探索影响顾客价值共创行为的因素。
本文关注由企业建立的虚拟品牌社区，以社区中的顾客为研究对象，引入
公平理论，从感知公平的角度，深入探索顾客感知公平对其价值共创行为的影
响和社区认同的中介作用效果。首先，在文献梳理与研读的前提下，构建了顾
客感知公平对其价值共创行为影响的研究模型并提出研究假设；其次，运用问
卷调查的方式在华为花粉俱乐部、小米社区、魅族Flyme社区和联想社区4个
虚拟品牌社区中获取数据；再次，使用SPSS软件开展效样本数据的描述性分析、
信效度测试、相关性分析及回归分析。
实证研究结果表明：（1）顾客感知分配公平、程序公平和信息公平对其参
与发起的价值共创和自发的价值共创均有着显著的正向影响，而感知人际公平
仅对其参与自发的价值共创有显著正向影响，感知人际对其参与发起的价值共
创没有显著影响。（2）顾客感知分配公平、程序公平、人际公平和信息公平对
他们的社区认同均存在显著的正向影响，同时社区认同还会显著正向影响他们
参与发起的价值共创和自发的价值共创。（3）社区认同在顾客感知分配公平、
程序公平、信息公平与发起的价值共创之间均发挥着部分中介作用，而在感知
人际公平与发起的价值共创之间不存在中介作用。另外，社区认同还在感知公
平的4个维度与自发的价值共创之间均起到部分中介作用。最后，根据研究结
论，本文为企业管理运营虚拟品牌社区，更好地激发顾客价值共创行为提出了
针对性的建议。
关键词：价值共创行为 感知公平 社区认同 虚拟品牌社区
III
Abstract
The continuous improving and upgrading of advanced technologies, such as the
Internet and big data, have brought unprecedented opportunities to enterprises. The
traditional model is more and more unable to adapt to the development of the society
by the mode of creating value by the enterprise alone, the new mode of customer
participation in value creation gradually highlights its advantages. More and more
enterprises build virtual brand communities to guide customers to participate in any
stage of value chain of new products or services, such as design、production and
consumption, so as to achieve value creation between enterprises and customers,
customers and customers, virtual brand community has become a typical platform for
value co-creation. The importance of customer participation in value creation in the
virtual brand community has been widely recognized，it is necessary for the academic
and industry to explore the factors which affecting the customer value creation
behavior in virtual brand community.
This study focuses on the virtual brand community built by brand enterprises
and takes the customers in virtual brand community as the research object. By
introducing Equity Theory, we deeply explore the influence of perceived justice on
the customer's value co-creation behavior and the mediating effects of community
identity in virtual brand communities from the perspective of perceived justice.
Firstly, on the basis of literature review, we build an integrated model of the influence
process of customer perceived equity on its value co-creation behavior and put
forward the research hypothesis. Secondly, we choose 4 virtual brand communities
(Huawei Club, Xiaomi BBS，Meizu Flyme BBS，Lenovo Club) as sample library and
get sample data through questionnaire survey. Furthermore, SPSS is used to do
descriptive statistical analysis, reliability and validity analysis, correlation analysis
and hierarchical regression analysis.
The empirical reseach result shows that: (1) Customer's perceived distributive
justice, procedural justice and information justice all have significant positive effects，