JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2020, Vol. 55 ›› Issue (1): 77-85.doi: 10.6040/j.issn.1671-9352.0.2019.596

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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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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

CLC Number: 

  • F273.1

Fig.1

Research model"

Table 1

Description of valid sample structure"

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

Table 2

Reliability test"

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

Table 3

Model fitting by confirmatory factor analysis"

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

Table 4

Results of reliability and validity analysis"

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 ***

Table 5

Discriminant validity, latent variable correlation coefficient"

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

Table 6

Path coefficient and significance"

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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