虚拟社区中的互动对共创价值影响的实证研究

从资源整合的角度，分析了互动对虚拟社区共创价值的影响.在虚拟社区的背景下，通过文献研究提出了虚拟社区共创价值的定义，并结合焦点小组访谈定性研究提出了虚拟社区共创价值的维度构成，包括实用价值、享乐价值和顾客资产3个维度.同时通过结构方程模型实证研究验证了互动、资源整合、共创价值和顾客忠诚之间的影响关系.研究结果表明，顾客与平台服务人员的互动以及顾客与顾客的互动可以通过资源整合，促进实用价值、享乐价值和顾客资产的实现.实用价值、享乐价值、顾客资产均对顾客忠诚产生了显著的正向影响.

Empirical Study of the Effect of Interaction on Co-created Value in Virtual Community

From the perspective of resource integration, this paper analyzed the effect relationship between interaction and virtual community co-created value. Under the background of virtual community, this paper defined virtual community co-created value with the help of literatures and proposed the dimensions of virtual community co-created value coupled with qualitative research of focus group interview, including three dimensions of pragmatic value, hedonic value and customer equity. Meanwhile, this paper confirmed the relationship between interaction, resource integration, co-created value and customer loyalty with an empirical study of structural equation models. The results show that, with the help of resource integration, interaction between customer and service personnel as well as interaction between customer and customer can improve the achievement of pragmatic value, hedonic value and customer equity. Pragmatic value, hedonic value and customer equity have significant positive effect on customer loyalty.