Abstract: Based on the review about consumer interaction and consumer group creativity, this study divides consumer interaction into two dimensions including consumer-consumer interaction and consumer-enterprise interaction and discusses the effect of the two dimensions on consumer group creativity and its mediation process. Empirical study result shows that the two dimensions are positively related to consumer group creativity, the relationship between consumer-enterprise interaction and consumer group creativity is partly mediated by knowledge sharing, and the relationship between consumer-consumer interaction and consumer group creativity is fully mediated by knowledge sharing. The result also shows that consumer-enterprise interaction is a better predictor of knowledge quality than is consumer-consumer interaction, and consumer-consumer interaction is a better predictor of knowledge quantity than is consumer-enterprise interaction. This study not only helps to push the consumer group behavior forward, but also helps to improve consumer group creativity in practice.

Key words: virtual community based innovation, consumer interaction, consumer group creativity, knowledge sharing

摘要： 本研究在整合消费者互动以及消费者群体创造力相关理论的基础上，将消费者互动分为消费者-消费者互动和消费者-企业互动两个维度，讨论了不同维度的消费者互动对群体创造力的影响及中介过程。实证研究结果显示，不同维度的消费者互动均对群体创造力有显著正向影响，而消费者-企业互动对于群体创造力的影响是受到知识共享的部分中介，消费者-消费者互动对于群体创造力的影响是受到知识共享的完全中介。研究还发现，不同维度的消费者互动对知识共享质量和数量具有不同的解释力，对于知识共享的质量而言，消费者-企业互动具有更大的解释力；而对于知识共享的数量而言，消费者-消费者互动具有更大的解释力。本研究不仅在理论上有助于推动消费者群体行为理论的发展，而且在实践中有助于企业促进消费者群体创造力，进而提升产品创新绩效。

关键词: 虚拟创新社区, 消费者互动, 消费者群体创造力, 知识共享