非交易类虚拟社区中涉入、共创价值和行为意向的关系研究

摘要

在非交易类虚拟社区背景下，本文运用文献研究和焦点小组访谈定性研究提出共创价值的维度，包括实用价值、享乐价值和用户资产等三个维度。根据服务主导逻辑理念和流体验理论，本文构建涉入、共创价值、流体验及行为意向之间影响关系模型并提出相应假设。研究结果表明，涉入对实用价值、享乐价值和用户资产均产生显著的正向影响，感知愉悦对口碑和重复使用意向具有显著的正向影响，感知愉悦在共创价值和行为意向的关系中具有部分中介效应作用。%Under the background of non-trading virtual community, literature research and qualitative study of focus group interview are applied to propose the dimension of created value, which includes three dimensions of pragmatic value, he-donic value and user equity.According to the concept of service dominant logic and flow experience theory, the effect relation-ship model between involvement, co-created value, flow experience and behavioral intention is constructed and hypotheses are proposed.The results of empirical research show that:involvement has significantly positive effect on pragmatic value, hedon-ic value and user equity; perceived enjoyment has significantly positive effect on word-of-mouth and repeated use intention;perceived enjoyment partially mediates the relationship between co-created value and behavioral intention.