虚实共生：社会网络嵌入如何激发价值共创——基于自我决定理论

Virtual-Real Symbiosis: How Social Network Embeddedness Triggers Value Co-Creation—Based on Self-Determination Theory

摘要: 随着数字化转型与元宇宙兴起，虚拟品牌社区已成为企业与用户价值共创的核心载体。然而，众多企业仍然未能完全把握其潜在价值，实现盈利最大化。为深入探究虚拟品牌社区中价值共创的内在运作机制，本文基于自我决定理论，以乐高虚拟社区为实证对象，探讨社会网络嵌入对消费者价值共创行为的影响机制，并引入自我决定感作为中介变量。以264名社区用户为调查对象，研究发现：社会网络嵌入不仅直接促进价值共创行为，还通过提升自我决定感产生间接影响。其中，自我决定感在用户自发型价值共创中起完全中介作用，在企业发起型价值共创中起部分中介作用。此外，归属感是驱动价值共创的核心心理机制。本文基于实证所得，以期为元宇宙时代虚拟社区运营提供基于心理动机和网络关系双维度的管理启示。

Abstract: With the rise of digital transformation and the metaverse, virtual brand communities have become a core platform for co-creating value between enterprises and users. However, many companies still fail to fully harness their potential value or maximize profitability. To explore the underlying mechanisms of value co-creation in virtual brand communities, this study employs self-determination theory as its foundation, using the LEGO virtual community as an empirical case. By introducing self-determination as a mediating variable, we investigate how social network integration influences consumers’ value co-creation behaviors. Surveying 264 community members, the research reveals that social network integration not only directly promotes value co-creation but also exerts indirect effects through enhanced self-determination. Specifically, self-determination serves as a complete mediator in user-initiated value co-creation while partially mediating in enterprise-initiated scenarios. Additionally, a sense of belonging emerges as the core psychological driver of value co-creation. Grounded in empirical findings, this study provides management insights for virtual community operations in the metaverse era, offering dual-dimensional guidance rooted in psychological motivations and network relationships.