共创信号、产品创新感知与品牌认同——基于共创观察者的研究

财经论丛 ›› 2018, Vol. 34 ›› Issue (3): 77-85.

共创信号、产品创新感知与品牌认同——基于共创观察者的研究

薛哲¹, 杨建辉², 张中英³

1.安徽工程大学管理工程学院,安徽芜湖 241000;
2.中南财经政法大学工商管理学院,湖北武汉 430073;
3.南京理工大学经济管理学院,江苏南京 210094;

收稿日期:2017-03-05 出版日期:2018-03-10 发布日期:2018-03-10
作者简介:薛哲(1983-),男,河南邓州人,安徽工程大学管理工程学院讲师,博士;杨建辉(1964-),男,江苏启东人,中南财经政法大学工商管理学院博士生;张中英(1984-),男,安徽安庆人,南京理工大学经济管理学院博士生。
基金资助:
安徽省高校人文社会科学研究重点项目(SK2017A0135;SK2017A0663);教育部人文社会科学研究青年基金项目(17YJC630068)

Co-Creation Signal, Perceived Product Innovation and Brand Identification——A Research Based on Co-Creation Observers

XUE Zhe¹, YANG Jianhui², ZHANG Zhongying³

1.School of Management Engineering, Anhui Polytechnic University, Wuhu 241000, China;
2.School of Business and Administration, Zhongnan University of Economics and Law, Wuhan 430073, China;
3.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China;

Received:2017-03-05 Online:2018-03-10 Published:2018-03-10

摘要/Abstract

摘要：

互联网的发展使得企业日益与消费者共创品牌。目前仅有个别学者关注品牌共创的观察者,并往往基于观察者与参与顾客的相似性来探究共创的信号效应。而观察者亦会从其他两个方面对共创信号进行解读:共创过程中参与顾客的自主性及其完成共创任务的胜任性。通过问卷调查、结构方程模型及Bootstrap法中介效应检验发现:观察者对参与顾客的相似性感知、自主性感知和胜任性感知正向影响其产品创新感知;相似性感知和产品创新感知正向影响观察者的品牌认同;产品创新感知具有中介作用。

关键词: 共创信号, 产品创新感知, 品牌认同

Abstract:

With the development of Internet, consumers and enterprises are increasingly working together to co-create brand. However, only a few researches have paid close attention to the observers who do not participate in the co-creation activities and the present researches mainly focus on the identity similarity between observers and participated customers. This paper argues that observers may also create a signal interpretation from the other two dimensions: participated customers' autonomy in the co-creation process and their competence for the co-creation task. Through questionnaires survey, structural equation model analysis and mediating effect test with the Bootstrap method, the paper finds that the perception of similarity, autonomy and competence have a positive effect on perceived product innovation. Moreover, perceived similarity and perceived product innovation have a positive effect on the brand identification. Lastly, perceived product innovation has a mediating effect.

Key words: Co-creation Signal, Perceived Product Innovation, Brand Identification

中图分类号:

F713

薛哲, 杨建辉, 张中英. 共创信号、产品创新感知与品牌认同——基于共创观察者的研究[J]. 财经论丛, 2018, 34(3): 77-85.

XUE Zhe, YANG Jianhui, ZHANG Zhongying. Co-Creation Signal, Perceived Product Innovation and Brand Identification——A Research Based on Co-Creation Observers[J]. , 2018, 34(3): 77-85.

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