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《山东大学学报(理学版)》 ›› 2020, Vol. 55 ›› Issue (1): 77-85.doi: 10.6040/j.issn.1671-9352.0.2019.596

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品牌社群成员资源禀赋对企业双元创新的作用机理

马闻远1(),李秋彤2,张耀耀2,朱瑾2,*()   

  1. 1. 齐鲁师范学院经济与管理学院, 山东 济南 250200
    2. 山东师范大学商学院, 山东 济南 250358
  • 收稿日期:2019-09-02 出版日期:2020-01-20 发布日期:2020-01-10
  • 通讯作者: 朱瑾 E-mail:694713599@qq.com;zhujin@sdnu.edu.cn
  • 作者简介:马闻远(1990—),男,硕士,讲师,研究方向为管理学. E-mail:694713599@qq.com
  • 基金资助:
    国家自然科学基金资助项目(71874102);教育部人文社科基金资助项目(18YJC630273)

Ambidextrous innovation of brand community members' resource endowment

Wen-yuan MA1(),Qiu-tong LI2,Yao-yao ZHANG2,Jin ZHU2,*()   

  1. 1. School of Economics and Management, Qilu Normal University, Jinan 250200, Shandong, China
    2. Business School, Shandong Normal University, Jinan 250358, Shandong, China
  • Received:2019-09-02 Online:2020-01-20 Published:2020-01-10
  • Contact: Jin ZHU E-mail:694713599@qq.com;zhujin@sdnu.edu.cn

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摘要：

以能力-动机-机会(AMO)理论为依据,运用结构方程模型研究了品牌社群成员的资源禀赋(品牌知识和社会资本)对探索式和利用式双元创新动机的作用机理,并探索了社群承诺对其过程的调节作用。研究发现:(1)品牌知识正向影响利用式创新,社会资本正向影响探索式创新; (2)社群创新机会部分中介品牌知识与利用式创新的负向影响;社群创新机会部分中介社会资本与探索式创新的正向影响; (3)社群承诺负向调节社群创新机会对利用式创新的影响。

关键词: 品牌社群, 双元创新, 品牌知识, 社会资本, 社群承诺, AMO模型

Abstract:

Based on the ability-motivation-opportunity (AMO) theory, the mechanism of ambidextrous innovation motivation of brand community members were studied using structural equation modeling. The moderating role of community commitment to the innovation processes was explored. It was found that (1) brand knowledge positively influences the exploitative innovation, while social capital has a positive impact on exploratory innovation; (2) the community innovation opportunity partially mediates the negative influence of members' brand knowledge on exploitative innovation and positive influences of members' social capital on exploratory innovation; (3)member's community commitment negatively moderates the influence of community innovation opportunities to the exploitative innovation.

Key words: brand community, ambidextrous innovation, brand knowledge, social capital, community commitment, AMO model

中图分类号: 

  • F273.1

图1

研究模型"

表1

有效样本结构描述"

问项 人数 比例/%
性别
  男 207 50.74
  女 201 49.26
年龄/岁
  ≤18 47 11.52
  19—28 189 46.32
  29—35 103 25.25
  36—41 33 8.09
  ≥42 36 8.1
加入社群的时间/月
  ≤5 79 19.36
  6~12 102 25
  13~24 121 29.66
  25~36 46 11.27
  ≥37 60 14.71

表2

信度检验"

构念名称 Cronbach's α系数
品牌知识 0.857
社会资本 0.843
社群创新机会 0.815
社群承诺 0.744
探索式创新 0.85
利用式创新 0.863

表3

验证性因素分析拟合结果"

拟合指数 CMIN/DF GFI PGFI CFI NFI IFI TLI RMSEA PNFI PCFI
标准 1~3 >0.9 >0.5 >0.9 >0.9 >0.9 >0.9 < 0.08 >0.5 >0.5
结果 2.359 0.908 0.654 0.950 0.923 0.951 0.929 0.037 0.719 0.743

表4

信度、效度分析结果"

潜变量 观测变量 标准化因子载荷 P 信度 AVE
品牌知识 S1 0.774 *** 0.857 0.599
S2 0.766 ***
S3 0.819 ***
S4 0.735 —
社会资本 Z1 0.729 *** 0.772 0.531
Z2 0.739 ***
Z3 0.717 —
社群创新机会 T1 0.787 *** 0.836 0.506
T2 0.651 ***
T3 0.693 ***
T4 0.709 ***
T5 0.711 —
社群承诺 C1 0.782 *** 0.837 0.632
C2 0.791 ***
C3 0.811 —
探索式创新 F1 0.712 — 0.851 0.589
F2 0.808 ***
F3 0.771 ***
F4 0.776 ***
利用式创新 R1 0.779 — 0.864 0.560
R2 0.739 ***
R3 0.780 ***
R4 0.696 ***
R5 0.745 ***

表5

判别效度、潜变量相关系数"

1  社群承诺 2  社会资本 3  品牌知识 4  社群创新机会 5  利用式创新 6  探索式创新
1  社群承诺 1.569
2  社会资本 1.099 0.953
3  品牌知识 1.173 1.013 1.352
4  社群创新机会 0.963 0.781 0.732 0.921
5  利用式创新 1.085 1.161 1.036 0.888 1.666
6  探索式创新 0.947 1.045 0.888 0.799 1.543 1.437

表6

路径系数及显著性"

路径 标准化系数 S.E. T值 P值 验证结果
主效应
社群创新机会< —品牌知识 -0.559 0.134 -2.829 0.005 接受
社群创新机会< —社会资本 0.925 0.167 4.479 *** 接受
探索式创新< —社群创新机会 2.411 0.699 3.069 0.002 接受
利用式创新< —社群创新机会 1.180 0.522 6.995 *** 接受
利用式创新< —品牌知识 0.566 0.259 2.427 0.015 接受
探索式创新< —社会资本 0.852 0.425 2.461 0.014 接受
调节效应
利用式创新< ---社群承诺*社群创新机会 -1.338 0.003 -5.716 *** 接受
探索式创新< ---社群承诺*社群创新机会 -0.567 0.004 -1.878 0.60 拒绝
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