虚拟品牌社区顾客动机对产品创新行为的影响

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东北大学学报（社会科学版） ›› 2014, Vol. 16 ›› Issue (5): 468-473.DOI: -

虚拟品牌社区顾客动机对产品创新行为的影响

李雪欣，包文莉，夏天

(辽宁大学商学院，辽宁沈阳110136)

收稿日期:2014-01-15 修回日期:2014-01-15 出版日期:2014-09-25 发布日期:2015-11-10
通讯作者: 李雪欣
作者简介:李雪欣(1962-)，女，辽宁抚顺人，辽宁大学教授，博士生导师，主要从事企业管理、营销管理研究。
基金资助:
教育部回国留学人员科研启动基金资助项目(教外司留［2010］609号);辽宁大学国家级项目预申报基金资助项目(2011LDGY21);辽宁省教育厅人文社科重点研究基地资助项目(ZJ2014003)。

Effects of Customer Motivation on Product Innovation Behavior in Virtual Brand Communities

LI Xue-xin， BAO Wen-li， XIA Tian

(School of Business， Liaoning University， Shenyang 110136， China)

Received:2014-01-15 Revised:2014-01-15 Online:2014-09-25 Published:2015-11-10
Contact: -
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摘要/Abstract

摘要： 以软件虚拟品牌社区为研究背景，识别了顾客不同动机对不同产品创新行为的影响，分析了虚拟品牌社区环境因素对顾客动机与产品创新行为的调节作用。结果发现，兴趣动机对产品创意、产品测试和产品上市有显著的正向影响;社交动机、获取奖励动机对产品上市有显著的正向影响。自由氛围对兴趣动机和产品创意的关系存在调节作用。声誉激励对兴趣动机和产品测试的关系存在调节作用;声誉激励对获取奖励动机和产品上市的关系存在调节作用。

关键词: 虚拟品牌社区环境, 顾客动机, 产品创新行为

Abstract: Taking virtual brand communities as the research background， this paper identifies the effect of various customer motivations on different product innovation behaviors and analyzes the moderating effect of virtual brand communities upon customer motivation and product innovation behavior. The results show that interest motivation exerts significant positive effect on product innovation， product testing and product launch， while social motivation and reward motivation have significant positive influence on product launch. Free atmosphere regulates the relationship between interest motivation and product innovation， reputation incentive regulates the relationship between interest motivation and product testing， and reputation incentive regulates the relationship between reward motivation and product launch.

Key words: virtual brand community, customer motivation, product innovation behavior

中图分类号:

F270.7

李雪欣，包文莉，夏天. 虚拟品牌社区顾客动机对产品创新行为的影响[J]. 东北大学学报（社会科学版）, 2014, 16(5): 468-473.

LI Xue-xin， BAO Wen-li， XIA Tian. Effects of Customer Motivation on Product Innovation Behavior in Virtual Brand Communities[J]. Journal of Northeastern University(Social Science), 2014, 16(5): 468-473.

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虚拟品牌社区顾客动机对产品创新行为的影响

Effects of Customer Motivation on Product Innovation Behavior in Virtual Brand Communities

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