用户自我一致性如何影响品牌绩效？——基于知识共创的中介作用

How User Self-Consistency Impacts Brand Performance?—The Mediating Role Based on Knowledge Co-Creation

摘要: 品牌和用户自我一致性让消费者对品牌产生情感连接以及对共同价值的追求。这种情感连接和共同价值的追求不仅推动着用户更加积极地参与知识共创，也为品牌提供了一个独特的机会。基于用户自我一致性的已有研究，本文选取理想自我和现实自我两个维度，通过问卷调查法(N = 324)对在线品牌社区用户参与知识共创的前因以及结果进行探讨，并检验了自我一致性–知识共创–品牌绩效的中介作用。通过分析最终得出以下结论：第一，自我一致性通过知识共创对品牌绩效产生影响。高品牌和用户自我一致性会导致较高的知识共创意愿和行为，进而产生较高的品牌绩效。第二，品牌知识对自我一致性与知识共创的关系产生调节作用，即品牌知识正向调节自我一致性与知识共创的关系。

Abstract: The consistency between a brand and a user’s self-concept fosters an emotional connection and a pursuit of shared values between consumers and the brand. This emotional connection and the pursuit of shared values not only drive users to engage more actively in knowledge co-creation, but also offer a unique opportunity for the brand. Drawing on existing research on user self-consistency, this study selects the dimensions of ideal self and actual self. It investigates the antecedents and outcomes of user-generated knowledge co-creation in online brand communities through a questionnaire survey (N = 324) and examines the mediating role of knowledge co-creation in the relationship between self-consistency and brand performance. The analysis yields the following conclusions: First, self-consistency influences brand performance through knowledge co-creation. A high level of consistency between a brand and a user’s self-concept leads to a higher willingness and behavior of knowledge co-creation, which in turn results in higher brand performance. Second, brand knowledge moderates the relationship between self-consistency and knowledge co-creation, that is, brand knowledge positively moderates the relationship between self-consistency and knowledge co-creation.