【摘要】 不同风格类型顾客参与行为如何提升顾客与品牌进行价值共创的意愿，日益成为企业进行品牌管理和品牌创新的重点。选取知名虚拟品牌社区进行实证研究，探究顾客参与风格影响顾客价值共创意愿的作用机制。研究发现，顾客参与风格对顾客价值共创意愿有直接影响，也能够通过品牌资产间接影响价值共创意愿，间接影响要大于直接影响。通过路径分析发现，任务型参与和社交型参与能够让顾客获得对产品最直观的感知质量、品牌形象，而社交型参与和贡献型参与能够进一步稳固顾客对品牌/企业的忠诚度，从而进一步影响顾客价值共创意愿。并且，顾客参与风格对价值共创的影响，在受到品牌资产中介作用的同时，也受到品牌融入度和直接经验的调节作用。更多还原

【Abstract】 How different styles of customer participation enhance the willingness of customers to co-create value with brands has become an important focus for brand management and innovation. This study selects a well-known virtual brand community for empirical research to explore the mechanism of how customer participation styles influence the willingness of customers to co-create value. The study finds that customer participation styles have a direct impact on the willingness of customers to co-create value and can also indirectly influence it through brand assets, with the indirect effect being greater than the direct effect. Path analysis reveals that task-oriented participation and social participation enable customers to perceive the quality of products and brand image most directly, while social participation and contribution-oriented participation further enable customers to establish a more stable loyalty with the brand/company, thereby further influencing the willingness of customers to co-create value. Moreover, the impact of customer participation styles on value co-creation is not only mediated by brand assets but also moderated by brand integration and direct experience.更多还原