Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values.

公司越来越依赖社交媒体品牌社区与消费者互动并实现商业价值。因此，必须了解公司如何从社交媒体品牌社区的消费者中获取价值。我们开发了一个模型，该模型阐明了消费者价值的双重概念，并说明了如何从信任转移角度将消费者感知的价值转化为消费者产生的价值。具体来说，我们确定三种类型的消费者感知价值：功利主义，享乐主义和社会价值。我们根据购买意愿和社交媒体口碑捕捉消费者创造的价值。使用两波调查，我们的结果有力地支持了该研究模型。具体来说，三种消费者感知的价值观会积极影响消费者对社交媒体品牌社区的信任，这反过来导致对品牌和社交媒体的信任，以及随后对消费者随后的社交媒体的口碑和购买意图的信任。我们的研究对战略信息系统文献做出了一些贡献，这些文献涉及将社交媒体品牌社区纳入商业策略。从理论上讲，我们的研究通过信任转移理论扩展了对社交媒体品牌社区中消费者价值双重概念的理解。实际上，我们的研究为公司提供了有关如何将社交媒体品牌社区用作实现业务价值的战略工具的见解。我们的研究对战略信息系统文献做出了一些贡献，这些文献涉及将社交媒体品牌社区纳入商业策略。从理论上讲，我们的研究通过信任转移理论扩展了对社交媒体品牌社区中消费者价值双重概念的理解。实际上，我们的研究为公司提供了有关如何将社交媒体品牌社区用作实现业务价值的战略工具的见解。我们的研究对战略信息系统文献做出了一些贡献，这些文献涉及将社交媒体品牌社区纳入商业策略。从理论上讲，我们的研究通过信任转移理论扩展了对社交媒体品牌社区中消费者价值双重概念的理解。实际上，我们的研究为公司提供了有关如何将社交媒体品牌社区用作实现业务价值的战略工具的见解。