以虚拟品牌社区为研究背景,系统地剖析了顾客互动的关键维度,并运用实用-享乐理论探讨了顾客互动的关键驱动因素——实用需求和享乐需求,检验了各种顾客互动对社区满意的差异性影响.同时,论证了社区认同的双面性:社区认同正向地调节人际互动(和产品互动)与社区满意之间的关系;它又负向地调节人机互动和社区满意之间的关系.%Customer interactions,the focus of value co-creation,have attracted great attention in practices and academic research.However,there still exist large gaps between theoretical research and practices.This paper systematically explores the key dimensions and identifies the key drivers of customer interactions based on the theory of Use & Gratification.It also examines the effects of customer interactions on community satisfaction.Furthermore,it has been found that community identity is a double-edged sword:it has positive moderating effects on the relationship between interpersonal interaction (and product interaction) and community satisfaction on the one hand,and on the other hand,it has negative moderating effects on the relationship between human-machine interaction and community satisfaction,which bridges the gap of prior research and provides new insights for managers to enhance community satisfaction.
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