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《Soft Science》 2019-11
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Research on the Effect of Network Embeddedness on Customer Participation in Value Co-creation in Virtual Brand Community——The Mediating Role of Self-determination Sense and Moderating Role of Community Support

WANG Song;DING Xia;LI Fang;College of Economics and Management,Shandong University of Science and Technology;  
258 questionnaires are used to investigate the influence mechanism of network embeddedness on customer participation in value co-creation in virtual brand community. The results show that structural embeddedness,relational embeddedness and cultural embeddedness affect the sponsored value co-creation and autonomous value co-creation through the mediating effect of perceived competence. Relational embeddedness and cultural embeddedness affect the sponsored value co-creation through the mediating effect of perceived relatedness. Community support plays a positive moderating role between perceived competence and customer participation in two types of value co-creation.
【Fund】: 国家自然科学基金项目(71471105);; 山东省社会科学规划项目(18CGLJ38);; 山东科技大学科研创新团队项目(2015TDJH103)
【CateGory Index】: F274;D669.3
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【Secondary Citations】
Chinese Journal Full-text Database 10 Hits
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10 WANG Jia-bao1,2,CHEN Ji-xiang1(1.Antai College of Economics & Management,Shanghai Jiaotong University,Shanghai 200052;2.School of Arts Design and Media,East China University of Science and Technology,Shanghai 200037);Relational Embeddedness,Learning Capability and Service Innovation Performance——An Exploratory Analysis Based on Multi-case Study[J];软科学;2011-01
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