A Research on the Impact Mechanism of Social Support on Customer Creativity in Online Brand Community

FAN Jun, FAN Xiao-wei

Journal of Central University of Finance & Economics ›› 2023, Vol. 0 ›› Issue (5) : 119-128.

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Journal of Central University of Finance & Economics ›› 2023, Vol. 0 ›› Issue (5) : 119-128.

A Research on the Impact Mechanism of Social Support on Customer Creativity in Online Brand Community

  • FAN Jun, FAN Xiao-wei
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Abstract

During the process of customers participating in enterprises' innovation activities through online brand community, social support provided by community can strengthen customers' psychological empowerment and innovation passion, which in turn further enhances customer creativity.Based on social support theory and cognitive-affective personality system (CAPS) theory, the author constructs a relationship model of social support provided by online brand community affecting customer creativity.This research uses the questionnaire data from 523 customers with experience of participating in innovation activities in online brand community, and adopts multiple regression and Bootstrap analysis method to verify the direct effect of social support on customer creativity and mediating effects of customer psychological empowerment and innovation passion from the two main dimensions (informational support and emotional support) of social support in online context.The results confirmed that: when customers participate in innovation activities in an online brand community, both informational and emotional social support provided by community have a significant positive effect on customer creativity.Customer psychological empowerment plays a mediating role in the influence of informational and emotional social support on customer creativity.Customer innovation passion also plays a mediating role in the influence of informational and emotional social support on customer creativity.This research expands the application scope of social support theory, enriches the research literature on customer online innovation and customer creativity, and provides a theoretical basis for online brand community to enhance customer creativity by providing effective social support.

Key words

Online brand community / Social support / Psychological empowerment / Innovation passion / Customer creativity

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FAN Jun, FAN Xiao-wei. A Research on the Impact Mechanism of Social Support on Customer Creativity in Online Brand Community[J]. Journal of Central University of Finance & Economics, 2023, 0(5): 119-128

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