虚拟品牌社区中顾客价值共创行为对品牌忠诚的影响研究

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关键词：虚拟品牌社区；价值共创行为；S一O一R理论；社区认同；品牌忠诚中图分类号：F713.55；F426.72； 文献标识码：Adoi：10.3969/j.issn.1672-2272.202507033

The Impact of Customer Value Co一Creation Behavior on Brand Loyalty in Virtual Brand Communities

Wang Shuangying1，Wu Yiwen² （1.School of Business，Hunan Normal University，Changsha 4lOo8l，China; 2.School of Management，Jinan University，Guangzhou 5lo632，China）

Abstract：With the vigorous development of the internet economy，virtual brand communities have gradually become a core platform for enterprises to conduct in-depth interactions and maintain emotional connections with customers，and their strategic significance in enhancing brand competitiveness and tapping customer value has become increasingly prominent. In this context，analyzing how customers'valueco-creation behaviors in the community affect brand loyalty has important practical guiding value for enterprises to optimize community operation strategies and strengthen customer relationships.This study collcted valid sample data through a questionnaire survey，constructed an empirical regresion model，explored the relationship among customer value co-creation behavior，community identification，and brand loyalty，and tested the mediating effectofcommunity identification.The following conclusions were drawn：Customer value co-creation behavior in virtual brand communities has a significant positive impact on brand loyalty；customer value co-creation behavior has a significant positive effect on community identification，and the customer participation behavior dimension has a relatively high impact on community identification；community identification positively afects brand loyalty and plays a partial mediating role in the relationship between customer valueco-creation behaviorand brand loyalty.This study clarifies the mediating mechanism of community identification between value co-creation behavior and brand loyalty，and enriches the apication dimension of the S-O-R theory in the context of virtual brand communities. In adition，it puts forward management suggestions at the enterprise level from two aspects： encouraging customer participation and promoting customer citizenship behavior. The research conclusions have certain reference value for facilitating the high-quality operation of virtual brand communities.

Keywords： virtual brand communities；customer value co-creation behavior; S-O-R theory；community identification；brand loyalty

0 引言

随着移动互联网技术的飞速发展和社交媒体的广泛普及，虚拟品牌社区已成为品牌与顾客互动的重要平台。（剩余11336字）