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论文编号：	13220
作者编号：	2120202899
上传时间：	2022/6/7 16:54:59
中文题目：	虚拟品牌社区成员的隐性知识显性化机制研究
英文题目：	Research on Tacit Knowledge Externalization Mechanism of Virtual Brand Community Members
指导老师：	李旭光
中文关键字：	虚拟品牌社区；隐性知识显性化；三元交互理论；SOR理论；影响因素
英文关键字：	Virtual brand community; Explicit tacit knowledge; Ternary interaction theory; SOR theory; Influencing factors
中文摘要：	虚拟品牌社区作为企业推广产品信息、维护用户关系以及实现产品创新的重要平台，逐渐受到企业管理人员和研究学者的关注。知识资源作为虚拟品牌社区的重要资源，是维持社区发展和提高企业核心竞争力的关键因素。隐性知识资源是知识资源的重要组成部分，由于其体量大、价值高但不易被传达和捕捉的特点，使其管理越来越受企业组织和学者的重视。在虚拟品牌社区中，尽管已有不少研究学者围绕隐性知识的内涵、分类、转移和转化做了相关研究，但是有针对性的、系统化的虚拟品牌社区成员隐性知识显性化的相关研究却寥寥无几。因此，本研究在前人的研究基础上，对虚拟品牌社区成员的隐性知识显性化的内涵和概念进行实证分析，同时根据访谈分析结果，结合三元交互理论和SOR理论，构建隐性知识显性化的影响因素模型。研究采用结构方程模型路径分析方法，验证模型的合理性，并根据验证模型提出虚拟品牌社区成员隐性知识显性化的促进机制。 首先，本研究通过文献研究对虚拟品牌社区成员的隐性知识显性化概念进行界定，对隐性知识显性化的阶段划分进行了阐述，提出显性化的“两阶段”模型。其次，通过质性分析的三级编码过程，本研究全面、系统地梳理归纳出专业技能、知识需求、情感体验、分享兴趣、平台质量、社区互动、品牌关系、收益计算、自我效能9个影响成员隐性知识显性化的具体因素。然后，本研究使用三元交互理论将影响因素划分为个人维度、社区维度和品牌维度3个影响维度，并结合SOR理论构建了虚拟品牌社区成员隐性知识显性化的影响因素模型。最后，本研究使用调查问卷和结构方程模型对影响因素模型进行量化验证。分析结果发现：在“刺激”因素与“机体”因素之间，分享兴趣对自我效能产生正向影响，专业技能、情感体验、知识需求、平台质量、社区互动会对收益计算和自我效能产生正向影响。在“机体”因素与“行为”因素之间，收益计算和自我效能均对内部会话阶段的自我反思行为以及外部会话阶段的编码及分享行为产生正向影响。最后，本研究根据虚拟品牌社区成员隐性知识显性化的影响因素模型，提出了隐性知识显性化的促进机制。 本研究一方面在理论上拓宽了虚拟品牌社区的研究领域，丰富了隐性知识管理的研究体系，另一方面为社区如何促进成员的隐性知识显性化过程提供了建议，为社区管理提供了理论支持与参考。
英文摘要：	As an important platform for enterprises to promote product information, maintain user relationship and achieve product innovation, the virtual brand community has gradually attracted the attention of enterprise managers and researchers. As an important resource of virtual brand community, knowledge resource is vital for maintaining community development and improving the core competitiveness of enterprises. Because of its large volume and high value, tacit knowledge resources play an important role in knowledge resource. At the same time, tacit knowledge is not easy to be conveyed and captured, so the management of tacit knowledge has attracted more attention of organizations and scholars. In the virtual brand community, many researchers have done relevant studies on the connotation, classification, transfer and transformation of tacit knowledge, but there are few researches on the explicit tacit knowledge of members of the virtual brand community. Therefore, based on previous studies, this study scientifically defined the connotation and concept of explicit tacit knowledge of members of virtual brand community, and constructed its influence mechanism model based on the analysis results of interview, combined with the three-element interaction theory and SOR theory. Meanwhile, this paper adopts structural equation model path analysis method to verify the rationality of the model, and puts forward the facilitation mechanism of the tacit knowledge of the members of virtual brand community according to the verification model. Firstly, this paper defines the explicit concept of tacit knowledge of virtual brand community members through literature review, expounds the stage division of explicit tacit knowledge, and puts forward the explicit "two-stage" model. Then, through the three-level coding process of qualitative analysis, this paper comprehensively and systematically combs and summarizes nine specific factors affecting the externalization of tacit knowledge of members, including professional skills, knowledge demand emotional experience, shared interest, platform quality, community interaction, brand relationship, revenue calculation and self-efficacy. Secondly, the study divides the influencing factors into three influencing dimensions using the ternary interaction theory, namely, individual dimension, community dimension and brand dimension, and constructs the influencing factor model of tacit knowledge of virtual brand community members based on SOR theory, and proposes the path hypothesis between the models. Then, the research verifies the model quantitatively through questionnaires and structural equation model and tests the hypothesis of the path of the model. The results show that between the "stimulus" factor and the "organism" factor, shared interest has a positive impact on self-efficacy. Professional skills, emotional experience, knowledge demand, platform quality and community interaction all have a positive impact on revenue calculation and self-efficacy. Between the "organism" factor and the "behavior" factor, both revenue calculation and self-efficacy have a positive impact on self-reflection and encoding and sharing. Finally, this study puts forward the facilitation mechanism of tacit knowledge disclosure. On the one hand, this study broadens the research field of virtual brand community and enriches the research about tacit knowledge management theoretically. On the other hand, it provides suggestions for community management on how to promote the explicit process of tacit knowledge.
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