虚拟社区共创用户体验对用户共创价值的影响

根据服务主导逻辑理念和价值共创理论,构建了共创用户体验、用户共创价值和行为意向的影响关系模型;并进行了结构方程模型实证研究.同时运用层次回归分析法分析了用户共创价值在共创用户体验和行为意向关系中的中介效应.研究结果表明,共创用户体验对用户共创价值具有显著的正向影响;实用价值和享乐价值均对行为意向产生了显著的正向影响,并且享乐价值的影响更为显著;用户共创价值在共创用户体验和行为意向关系中具有部分中介效应作用.

Effects of Co creation User Experience on User Co created Value in Virtual Community

According to service-dominant-logic idea and value co-creation theory, model of the effect relationship between co-creation user experience, user co-created value and behavioral intention were established; empirical research of structural equation model was carried out. Meanwhile method of hierarchical regression analysis was applied to ,analyze the mediated effect of user co-created value on the relationship between co-creation user experience and behavioral intention. The results show that co-creation user experience has significantly positive impact on user co-created value; pragmatic value and hedonic value all have significantly positive impact on behavioral intention, and the effect of hedonic value is more significant; user co-created value partially mediates the relationship between co-creation user experience and behavioral intention.