支持性社区氛围、顾客创新性对顾客参与品牌共创的影响及后效

How Supportive Community Climate and Customer Innovativeness Drive Customer Engagement in Brand Co-Creation: Effects and Consequences

摘要: 基于个体与环境的双重视角，实证检验了支持性社区氛围、顾客创新性对顾客参与品牌共创的影响，并探讨了它们对品牌忠诚的影响及作用机理。通过对505位小米社区会员的问卷调查，研究发现：(1) 支持性社区氛围和顾客创新性均正向影响顾客参与品牌共创，并且顾客创新性部分中介了支持性社区氛围对顾客参与品牌共创的影响；(2) 支持性社区氛围和顾客参与品牌共创对品牌忠诚具有显著正向影响，而顾客创新性对品牌忠诚的负向影响并不显著；(3) 支持性社区氛围不仅直接正向影响品牌忠诚，还通过顾客创新性和顾客参与品牌共创的中介作用间接影响品牌忠诚，其中介作用主要有两条路径，一是支持性社区氛围通过顾客参与品牌共创的中介作用影响品牌忠诚，二是支持性社区氛围通过顾客创新性和顾客参与品牌共创的链式中介作用影响品牌忠诚。

Abstract: Drawing upon the dual perspectives of individual traits and environmental factors, this study empirically examines the effects of supportive community climate and customer innovativeness on customer engagement in brand co-creation, and further investigates their impacts on brand loyalty and the underlying mechanisms. Based on a survey of 505 Xiaomi community members, the findings reveal that: (1) both supportive community climate and customer innovativeness positively influence customer engagement in brand co-creation, with customer innovativeness partially mediating the relationship between supportive community climate and customer engagement in brand co-creation; (2) supportive community climate and customer engagement in brand co-creation exert significant positive effects on brand loyalty, whereas the effect of customer innovativeness on brand loyalty is not significant; (3) supportive community climate not only directly enhances brand loyalty, but also indirectly influences it through the mediating roles of customer innovativeness and customer engagement in brand co-creation. Specifically, two primary mediating pathways are identified: first, a direct mediation path where supportive community climate affects brand loyalty through customer engagement in brand co-creation; and second, a sequential mediation path where supportive community climate influences brand loyalty through the chain of customer innovativeness and customer engagement in brand co-creation.