Abstract: Under the background of non-trading virtual community, literature research and qualitative study of focus group interview were applied to propose the dimension of created value, which included three dimensions of pragmatic value, hedonic value and user equity. According to the concept of service dominant logic and flow experience theory, the effect relationship model between involvement, co-created value, flow experience and behavioral intention were constructed and hypotheses were proposed. The results of empirical research show that: involvement has significantly positive effect on pragmatic value, hedonic 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.

摘要： 在非交易类虚拟社区背景下，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三个维度。根据服务主导逻辑理念和流体验理论，构建了涉入、共创价值、流体验及行为意向之间影响关系模型并提出了相应假设。实证研究结果表明：涉入对实用价值、享乐价值和用户资产均产生了显著的正向影响；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。