为探究虚拟品牌社区中用户共创绩效的影响因素，从内外生双视角建立假设模型，同时考虑个体开放度在其中的调节作用；以Threadless虚拟社区作为研究对象，爬取网页数据共计2 130条开展多元回归分析。研究发现，自我学习反向影响共创绩效，社会学习、身份认同和主动施惠正向影响共创绩效；另外，高开放性个体特质在自我学习和社会学习对共创绩效的影响过程中起到强化调节作用。最后基于研究结论，在用户发布创意的有效性、用户之间的创意交互和关系联结、用户个体差异性等方面提出相应的管理启示。

In order to explore the factors influencing the co-creation performance of users in the virtual brand community, a hypothesis model was constructed from both endogenous and exogenous perspectives. The regulating role of individual openness was considered in the model. This paper collected 2 130 data from the Threadless virtual community and conducted a multiple regression analysis. The results show that self-learning negatively affected co-creation performance, while social learning, identity recognition and benefit offering positively affected co-creation performance. In addition, the highly open individual trait played a reinforcing and regulating role in the process of self-learning and social learning's influence on co-creation performance. Finally, based on the research conclusions, the corresponding management enlightenment is put forward in the aspects of the effectiveness of users' ideas, interaction between users and ideas, and individual differences of users.

F 270

无