【摘要】 以虚拟社区为载体,采用SEM方法验证了领先用户与两种类型价值共创行为之间的关系,研究发现:虚拟社区环境下,领先用户的合作意愿、创新能力、产品知识和互动特性对其参与企业发起的价值共创有显著正向影响;其中,领先用户的合作意愿、创新能力和产品知识也同样对其参与自发的价值共创有显著正向影响。基于研究结论为企业提供了虚拟社区及领先用户的相关管理启示。更多还原

【Abstract】 The relationship between the lead users in virtual communities and two types of value co-creation behavior is demonstrated by applying structural equation modeling(SEM) method.The study shows that within virtual communities,lead users’ willingness to cooperate,capability to create,product knowledge and interactivity have significantly positive influence on value co-creation sponsored by enterprises.Meanwhile,lead users’ willingness to cooperate,capability to create and their knowledge on product have significantly positive influence on autonomous value co-creation as well.Based on this study,some suggestions are proposed on the management of virtual communities and lead users.更多还原