虛擬品牌社群線上消費者對消費者互動與創意產生：社會資本之中介效果

On-line Consumer-to-Consumer Interaction and Idea Generation in Virtual Brand Community Relationships: The Test of Mediating Effect of Social Capital

吳壽進(Sou-Chin Wu) ； 方文昌(Wen-Chang Fang)

《臺大管理論叢》 20卷2期 (2010/06) Pp. 19-47

https://doi.org/10.6226/NTURM2010.20.2.19

摘要

本研究嘗試探討虛擬品牌社群之線上主動行為與創意產生之影響關係。藉由消費者對消費者(C2C)之互動環境，納入智慧資本之觀點，分別探討人力資本、社會資本之影響關係，並發展出一個新產品創意產生之觀念性架構。研究方法採用兩階段設計，經初步訪談觀察後，選擇代表性Mondeo線上品牌社群進行實證調查。有效問卷回收228份採用LISREL分析結果發現：線上C2C互動、人力資本，以及社會資本，均會正向影響創意之產生。另一方面，線上C2C互動與人力資本，不僅會直接影響創意產生，同時也將透過「社會資本」的中介效果影響到創意產生。

關鍵字

消費者對消費者互動 ； 社會資本 ； 創意產生

並列摘要

This paper examines the factors involved in the online interaction and idea generation of virtual brand-community relationships. Applying interaction theory to the consumer-to-consumer (C2C) context reveals several factors that may help develop (or establish) idea generation of new products. This paper, therefore, investigates the inter-relationships among on-line C2C interaction, human capital. social capital, and idea generation in virtual brand communities. Hypotheses were first tested using interviews and observations, and then by data collected from a survey of 228 members of Ford's Mondeo On-line Club in Taiwan. LISREL results indicate that on-line C2C interaction, human capital, and social capital are positively associated with idea generation. Furthermore. C2C interaction and human capital directly and indirectly (via the mediating effect of social capital) affects idea generation. Social capital is also an important mediator.

並列關鍵字

consumer-to-consumer interaction ； social capital ； idea generation