Extending lead-user theory to a virtual brand community: the roles of flow experience and trust

被引：15
|
作者：
Wang, Li [1 ]
Yang, Yuan [1 ]
Li, Yishuai [2 ]
机构：
[1] Tongji Univ, Sch Econ & Management, Dept Business Adm, 1239 Siping Rd, Shanghai 200092, Peoples R China
[2] CCB Life Insurance Co, 99 Yincheng Rd, Shanghai 200120, Peoples R China
来源：
ASIAN BUSINESS & MANAGEMENT | 2021年 / 20卷 / 05期
基金：
中国国家自然科学基金;
关键词：
Lead userness; Flow experience; Trust; Innovative behavior; Virtual brand community; INNOVATIVE BEHAVIOR; PRODUCT DEVELOPMENT; WEB SITE; KNOWLEDGE; ENVIRONMENTS; CREATIVITY; ANTECEDENTS; PERFORMANCE; PURCHASE; SUPPORT;
D O I：
10.1057/s41291-019-00097-9
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
With the growing popularity of consumer participation in product innovation in online brand community, this research aims to integrate the concepts of flow experience and variance of trust to explore the effects of these two factors on the relationship between lead userness and innovative behavior in an online context. Survey data from the Xiaomi Company's virtual brand community show that lead userness has a positive impact on flow experience and, in turn, on innovative behavior. In addition, flow experience mediates the relationship between lead userness and innovative behavior when trust in a virtual brand community is high rather than low.
引用
收藏
页码：618 / 643
页数：26
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