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论文编号：	13003
作者编号：	2120193011
上传时间：	2022/3/1 15:51:22
中文题目：	虚拟品牌社区用户价值共创行为影响因素研究 ——大五人格的调节作用
英文题目：	The Influence of Perceived Cost-benefit on Users’ Value Co-creation Behaviors in the Virtual Brand Community -- the Regulatory Effect of Big Five Personality
指导老师：	李旭光
中文关键字：	虚拟品牌社区；大五人格特质；感知成本；感知收益；定量研究
英文关键字：	Virtual brand community; Big Five personality traits; Perceived cost; Perceived benefits; Quantitative study
中文摘要：	随着虚拟品牌社区的兴起，国内外关于虚拟品牌社区价值共创的研究越来越多。探究虚拟品牌社区价值共创有助于社区与用户之间互动，挖掘用户需求，帮助用户解决售后问题，维护品牌形象，提升顾客满意度，实现品牌价值共同创造。本文从感知成本、感知收益的角度探讨影响价值共创行为的因素，并重点分析大五人格特质在价值共创过程中发挥的调节作用。本文将采用定量研究的方式，使用问卷调查法收集研究对象的价值共创行为，分析自变量和因变量之间的相互影响关系，然后加入调节变量，观察其在自变量和因变量的关系中起到的调节作用是否显著，并分析其调节方向。研究结果表明，在虚拟品牌社区内，感知收益对价值共创行为确实存在显著正向影响，而感知成本对虚拟品牌社区价值共创表现出部分显著负向影响。其中，智力劳动成本对信息搜寻、人际交往、反馈、帮助的影响不显著，其他均显著。本研究证实了大五人格特质在成本-收益与价值共创行为中起到了显著调节作用，但是仅部分调节作用显著，且调节作用既有对主效应的增强也有减弱，这说明虚拟品牌社区可以借助大五人格特质的不同特点促进其价值共创行为。
英文摘要：	With the rise of virtual brand community, there are more and more studies on the value co-creation of virtual brand community at home and abroad. Exploring the value co-creation of virtual brand community is conducive to the interaction between community and users, discovering user needs, helping users solve after-sales problems, maintaining brand image, improving customer satisfaction and realizing value co-creation. This paper discusses the factors affecting value co-creation behavior from the perspective of perceived cost and perceived benefit, and focuses on the regulatory role of big five personality traits in the process of value co-creation. This paper will adopt the method of quantitative research, use the questionnaire survey method to collect the value co-creation behavior of the research object, analyze the interaction relationship between independent variables and dependent variables, and then add regulatory variables to observe whether it plays a significant regulatory role in the relationship between independent variables and dependent variables, and analyze its regulatory direction. The results show that in the virtual brand community, perceived benefits do have a significant positive impact on value co-creation, while perceived costs have a significant negative impact on value co-creation in the virtual brand community. Among them, the impact of intellectual labor cost on information search, interpersonal communication, feedback and help is not significant, others are significant. This study confirms that the big five personality traits play a significant regulatory role in the cost-benefit and value co-creation behavior, but only part of the regulatory role is significant, and the regulatory role both enhances and weakens the main effect, which shows that the virtual brand community can promote its value co-creation behavior with the help of the different characteristics of the big five personality traits.
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