在线社区品牌国潮营销对顾客价值共创的影响机制

The Influence Mechanism of Guochao Marketing in Online Brand Communities on Customer Value Co-creation

摘要

在文化自信与数字社区深度融合背景下,国潮营销已成为品牌激发用户参与、实现价值共创的重要路径.以在线品牌社区为场景,基于文化混搭与顾客感知价值理论,构建“国潮营销同一性、差异性维度顾客感知价值顾客价值共创”的理论模型,并引入文化自信作为调节变量,揭示其作用机制.以18~30岁有国潮关注与消费经历的青年群体为对象,通过线上线下结合发放问卷,获取有效样本301份,采用结构方程模型与Bootstrap法进行实证检验.结果表明:国潮营销的同一性与差异性均显著正向影响顾客价值共创行为,且差异性影响更强;顾客感知价值(功能价值、享乐价值、社会价值)在上述关系中发挥显著中介作用;文化自信对国潮营销与顾客感知价值的关系具有正向调节效应,文化自信水平越高,国潮营销对感知价值的提升作用越明显.

Abstract

Against the background of deep integration between cultural confidence and digital communities, Guochao marketing (China-fashion) has become an important pathway for brands to stimulate user participation and achieve value co-creation. Taking online brand communities as the research context and drawing on theories of cultural hybridity and customer perceived value, this study constructs a theoretical model featuring "identity and differentiation dimensions of Guochao marketing-customer perceived value-customer value co-creation," with cultural confidence introduced as a moderating variable to reveal the underlying mechanism. Focusing on young adults aged 18-30 who have experience with and interest in Guochao, the study collected 301 valid questionnaires through a combination of online and offline distribution, and employed structural equation modeling and the Bootstrap method for empirical testing. The results show that both identity and differentiation dimensions of Guochao marketing have a significant positive impact on customer value co-creation, with differentiation exerting a stronger effect. Customer perceived value (functional, hedonic, and social value) plays a significant mediating role in these relationships. Moreover, cultural confidence positively moderates the relationship between Guochao marketing and customer perceived value, that is, the higher the level of cultural confidence, the stronger the enhancing effect of Guochao marketing on perceived value.

关键词

国潮品牌 / 顾客感知价值 / 顾客价值共创 / 文化自信 / 品牌影响力

Key words

Guochao Brand / customer perceived value / value co-creation / cultural confidence / brand influence

参考文献

[1] 范公广, 吴梦． 虚拟品牌社区支持感对顾客契合行为的影响研究[J]． 软科学, 2019, 33(10): 119-125．

[2] 王满四, 霍宁, 周翔． 数字品牌社群的价值共创机理研究:基于体验主导逻辑的视角[J]． 南开管理评论, 2021, 24(03): 92-103．

[3] 关辉国, 杨平泊． 价值共创研究进展述评与展望:从“二元交互”到“网络系统”视角[J]． 商业经济研究, 2021(18): 126-130．

[4] 孙永波, 丁沂昕, 王勇． 价值共创互动行为对品牌权益的作用研究[J]． 外国经济与管理, 2018, 40(04): 125-139．

[5] 王圆圆． 心理契约视角下顾客参与对品牌社区价值共创的影响分析[J]． 商业经济研究, 2022(22): 90-93．

[6] 刘秀, 常尚新． 国潮品牌崛起的驱动因素研究[J]． 商业经济研究, 2022(19): 75-78．

[7] 宗祖盼, 刘欣雨． “国潮”的消费认同与价值尺度[J]． 深圳大学学报(人文社会科学版), 2022, 39(04): 56-63．

[8] 郭晓凌, 张逸聪, 刘浩． 中国传统与现代文化混搭产品的消费者态度研究:一个有调节的双中介模型[J]． 国际商务(对外经济贸易大学学报), 2022(03): 140-156．

[9] 杜沁盈, 陈舒, 陈李红． 微信平台上服装品牌形象对消费者购买与传播意愿的影响[J]． 纺织学报, 2020, 41(04): 149-154．

[10] 卢宏亮, 廉宏达, 田国双． 感知价值视角下社交媒体氛围与客户对媒体使用的选择:替代者吸引力的调节效应[J]． 商业研究, 2020(11): 1-10．

[11] 董大海, 权小妍, 曲晓飞． 顾客价值及其构成[J]． 大连理工大学学报(社会科学版), 1999(04): 18-20．

[12] 李海廷, 周启龙． 虚拟品牌社区价值共创行为的影响机制研究:以在线交互意愿为调节变量[J]． 华东经济管理, 2023, 37(01): 119-128．

[13] 叶笛, 林伟沣． 虚拟品牌社区用户参与价值共创行为的驱动因素[J]． 中国流通经济, 2021, 35(10): 93-105．

[14] 孟蕾． 虚拟品牌社区感知价值对消费行为的影响[J]． 商业经济研究, 2018(02): 46-49．

[15] 奚康, 陈娓娓, 吕洪霞． 国潮品牌企业社会责任、本土文化自信与“Z世代”网购意向[J]． 商业经济研究, 2023,(20): 71-76．

[16] LEE A Y, AAKER J L. Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion[J]. Journal of Personality and Social Psychology, 2004, 86(02): 205-218.

[17] LOWE B, ALPERT F. Forecasting consumer perception of innovativeness[J]. Technovation: The International Journal of Technological Innovation, Entrepreneurship and Technology Management, 2015, 45-46: 1-14.