硕士 学位论文 虚拟品牌社区质量对用户价值共创 行为的影响研究 张蕴祺 二〇二五年五月 分类号 F713 学校代码 10593 密级 公 开 学号 2229301053 硕士学位论文 虚拟品牌社区质量对用户价值共创行 为的影响研究 RESEARCH ON THE IMPACT OF VIRTUAL BRAND COMMUNITY QUALITY ON USER VALUE CO CREATION BEHAVIOR 作者姓名： 张蕴祺 指导教师： 孔庆民 专业名称： 工商管理 研究方向： 企业管理 所在学院： 工商管理学院 论文答辩日期 2025 年 5 月 22 日 学位授予日期 2025 年 6 月 答辩委员会主席 蒋侃 教授 虚拟品牌社区质量对用户价值共创行为的影响研究 摘 要 近年来，随着全球数字化转型的深入推进，虚拟品牌社区作为一 种快速发展的品牌互动平台，正迅速成为品牌与消费者之间沟通与合 作的重要渠道。特别是在中国，互联网技术的飞速发展为虚拟品牌社 区的构建和发展提供了坚实的技术基础。根据《中国互联网发展状况 统计报告》，2024 年中国网民规模已经超过 11.08 亿，社交媒体和各 类虚拟平台的用户黏性逐步增强，品牌与消费者之间的互动模式发生 了深刻变化。这一现象也推动了以虚拟品牌社区为核心的用户参与和 价值共创的迅速崛起。 随着消费者日益追求个性化和定制化的产品和服务，品牌与用户 之间的关系逐步从单向的消费关系向双向的共创关系转变。品牌不再 仅仅是产品和服务的提供者，而是成为与用户共同创造价值的平台。 在这种背景下，虚拟品牌社区为品牌与消费者的互动提供了新的空间， 成为品牌与用户之间共创、沟通和共享的平台。此外，科技的快速发 展尤其是在人工智能、大数据、云计算等领域的突破，为虚拟品牌社 区的建设提供了有力的技术支撑。通过智能推荐、个性化定制和大数 据分析，品牌能够精准洞察消费者需求，实现产品和服务的高度个性 化与精准化。这不仅提升了品牌与消费者的互动效率，也为用户参与 价值共创提供了更多可能性。 I 基于此，本研究以参与过虚拟品牌社区的用户群体为研究对象， 基于刺激－机体－反应（S-O-R）理论，以虚拟品牌社区质量（S） 为自变量，心流体验（O）为中介变量，用户价值共创行为（R）为 因变量，来探讨虚拟品牌社区质量对用户价值共创行为的影响机制， 同时考察品牌卷入度在这一影响机制中的调节效应。研究发现：第一， 虚拟品牌社区质量（系统质量、信息质量、服务质量、互动质量）对 用户心流体验产生正向影响；第二，用户心流体验对其价值共创行为 （参与发起的价值共创、参与自发的价值共创）产生正向影响；同时， 心流体验在虚拟品牌社区质量各维度对其价值共创行为的影响关系 中存在中介效应；第三，用户的品牌卷入度正向调节心流体验与用户 价值共创行为的关系。总体而言，本研究从虚拟品牌社区价值共创的 视角出发，探究了虚拟品牌社区质量对用户价值共创行为的影响机制， 丰富了虚拟品牌社区价值共创领域的相关研究，并根据研究结果以及 现今虚拟品牌社区价值共创活动发展情况，就企业未来如何开展虚拟 品牌社区价值共创活动提出了管理启示。 关键词：虚拟品牌社区质量 心流体验 价值共创 品牌卷入度 II RESEARCH ON THE IMPACT OF VIRTUAL BRAND COMMUNITY QUALITY ON USER VALUE CO CREATION BEHAVIOR ABSTRACT In recent years, with the deepening of global digital transformation, virtual brand community, as a rapidly developing brand interaction platform, is rapidly becoming an important channel for communication and cooperation between brands and consumers. Especially in China, the rapid development of Internet technology has provided a solid technical foundation for the construction and development of virtual brand communities. According to the statistical report on China's Internet development, the number of Internet users in China has exceeded 1.108 billion in 2024. The user stickiness of social media and various virtual platforms has gradually increased, and the interaction mode between brands and consumers has undergone profound changes. This phenomenon has also promoted the rapid rise of user participation and value creation with virtual brand community as the core. As consumers increasingly pursue personalized and III customized products and services, the relationship between brands and users has gradually changed from a one-way consumption relationship to a two-way co creation relationship. Brand is no longer just a provider of products and services, but a platform to create value with users. In this context, the virtual brand community provides a new space for the interaction between brands and consumers, and becomes a platform for CO creation, communication and sharing between brands and users. In addition, the rapid development of science and technology, especially breakthroughs in artificial intelligence, big data, cloud computing and other fields, has provided strong technical support for the construction of virtual brand communities. Through intelligent recommendation,personalized customization and big data analysis, the brand can accurately understand the needs of consumers, and achieve a high degree of personalization and accuracy of products and services. This not only improves the interaction efficiency between brands and consumers, but also provides more possibilities for users to participate in value co creation. Based on this, this study takes the user groups who have participated in the virtual brand community as the research object, and based on the stimulation organism response (S-O-R) IV theory, with the virtual brand community quality (s) as the independent variable, the flow experience (o) as the intermediary variable, and the user value co creation behavior (R) as the dependent variable, to explore the influence mechanism of the virtual brand community quality on the user value co creation behavior, and to investigate the moderating effect of brand involvement in this influence mechanism. The results show that: first, the quality of virtual brand community (system quality, information quality, service quality, interaction quality) has a positive impact on users' flow experience; Second, user flow experience has a positive impact on their value co creation behavior (participating in initiated value co creation and participating in spontaneous value co creation); At the same time, flow experience has a mediating effect in the impact of each dimension of virtual brand community quality on its value co creation behavior; Third, user brand involvement positively moderates the relationship between flow experience and user value co creation behavior. In general, from the perspective of virtual brand community value co creation, this study explores the impact mechanism of virtual brand community quality on user value co creation behavior, enriches the relevant research in the field of virtual brand community value co creation, and puts V forward management enlightenment on how to carry out virtual brand community value co creation activities in the future according to the research results and the current development of virtual brand community value co creation activities. KEY WORDS: Quality of Virtual Brand Community; Flow Experience; Value Co-Creation; Brand Involvement VI 目 录 摘 要 ...................... I ABSTRACT ................... III 第一章 绪论 .................... 1 1.1 现实背景与问题提出............................ 1 1.1.1 背景................................... 1 1.1.2 问题提出............................... 2 1.2 研究目的及意义................................ 2 1.2.1 研究目的............................... 2 1.2.2 理论意义............................... 3 1.2.3 实践意义............................... 3 1.3 主要研究内容及方法............................ 4 1.3.1 主要研究内容............................. 4 1.3.2 研究方法............................... 5 1.4 研究框架.................................... 6 第二章 文献综述 .................. 8 2.1 虚拟品牌社区................................ 8 2.1.1 虚拟品牌社区的概念......................... 8 2.1.2 虚拟品牌社区的类别......................... 11 2.1.3 虚拟品牌社区的研究现状..................... 11 2.2 虚拟品牌社区质量 .............................. 12 2.2.1 虚拟品牌社区质量的概念 ..................... 12 2.2.2 虚拟品牌社区质量的维度 ..................... 12 2.3 心流体验 .................................. 14 2.3.1 心流体验的概念 ........................... 14 2.3.2 心流体验的维度........................... 14 2.3.3 心流体验的研究现状......................... 15 2.4 价值共创.................................. 16 2.4.1 价值共创的概念........................... 16 2.4.2 价值共创的研究视角......................... 19 2.4.3 虚拟品牌社区价值共创的相关研究................. 20 2.4.4 顾客价值共创的维度划分..................... 21 2.5 品牌卷入度.................................. 23 2.5.1 卷入................................. 23 2.5.2 卷入度................................. 23 2.5.3 品牌卷入度............................. 24 2.6 文献述评.................................. 25 第三章 研究假设与模型构建 ............... 27