信息资源管理学报 ›› 2022, Vol. 12 ›› Issue (5): 77-88.doi: 10.13365/j.jirm.2022.05.077

• 研究论文 • 上一篇    下一篇

从浅层互动到深层互动:虚拟品牌社区多层互动对知识共创的影响机制

乐承毅1,2 赵亚裴1 麻荣杰1   

  1. 1.华东交通大学经济管理学院,南昌,330013; 
    2.江西财经大学信息管理学院,南昌,330013
  • 出版日期:2022-09-26 发布日期:2022-10-20
  • 作者简介:乐承毅,博士、博士后,教授、研究生导师,研究方向为知识管理与用户行为分析;赵亚裴(通讯作者),硕士生,研究方向为知识管理,Email:zhaoypei@163.com;麻荣杰,硕士生,研究方向为知识管理。
  • 基金资助:
    本文系国家自然科学基金项目“开放式创新下企业-用户知识在线互动与知识共创研究”(72161013);国家自然科学基金项目“基于动态知识覆盖的创新创业团队成员选择机制研究”(71861010);江西省教育科学“十四五”规划项目“社交网络环境下高校师生互动方式对知识共享效果的影响研究”(21YB071)的研究成果之一。

From Shallow Interaction to Deep Interaction: The Influence Mechanisms of Multi-level Enterprise-user Interaction on Knowledge Co-creation in Virtual Brand Community

Le Chengyi 1,2 Zhao Yapei1 Ma Rongjie1   

  1. 1.School of Economics and Management, East China Jiaotong University, Nanchang,Jiangxi 330013;
    2.School of Information Management, Jiangxi University of Finance and Economics, Nanchang,Jiangxi 330013
  • Online:2022-09-26 Published:2022-10-20

摘要: 与用户加强互动来促进知识共创已成为企业实现产品和服务创新的重要路径。为厘清虚拟品牌社区中企业-用户多层互动及知识共创结果之间的作用机制,通过问卷调查收集多个虚拟品牌社区用户数据,采用结构方程模型进行实证分析。结果表明,浅层互动正向影响感知信任以及深层互动中的信息共享、反馈建议、联合解决,感知信任在浅层互动与信息共享、反馈建议关系中起到部分中介作用,浅层互动和深层互动对知识共创结果都有显著正向影响,知识水平正向调节信息共享、联合解决和知识共创结果之间的关系。本研究可以帮助完善企业-用户互动和知识共创的理论机制,为促进虚拟品牌社区企业-用户多层互动、提升知识共创效果提供借鉴。

关键词: 虚拟品牌社区, 企业-用户互动, 知识共创, 信息共享, 多层互动

Abstract: Enhancing interaction with users to promote knowledge co-creation has become an important path for enterprises to achieve product and service innovation. In order to clarify the mechanism of interaction between multiple levels of firm-user interaction and knowledge co-creation outcomes in virtual brand communities, data from several virtual brand communities users were collected through questionnaires and empirical analysis was conducted using structural equation modeling. The results show that shallow interaction positively affects perceived trust and information sharing, feedback suggestions, and joint solutions in deep interaction; Perceived trust plays a partially mediating role in the relationship between shallow interaction and information sharing and feedback suggestions; Both shallow and deep interaction have significant positive effects on knowledge co-creation outcomes; The relationship between information sharing, joint solution and knowledge co-creation results is positively regulated by the level of knowledge. The research results of this paper can help to improve the theoretical mechanism of enterprise-user interaction and knowledge co-creation, and provide reference for promoting enterprise-user multi-layer interaction and enhancing the effect of knowledge co-creation in virtual brand communities.

Key words: Virtual brand community, Enterprise-user interaction, Knowledge co-creation, Information sharing, Multi-level interaction

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