With the growing popularity of consumer participation in product innovation in online brand community, this research aims to integrate the concepts of flow experience and variance of trust to explore the effects of these two factors on the relationship between lead userness and innovative behavior in an online context. Survey data from the Xiaomi Company’s virtual brand community show that lead userness has a positive impact on flow experience and, in turn, on innovative behavior. In addition, flow experience mediates the relationship between lead userness and innovative behavior when trust in a virtual brand community is high rather than low.

中文翻译：

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将领先用户理论扩展到虚拟品牌社区：流动体验和信任的作用

随着在线品牌社区中消费者参与产品创新的日益普及，本研究旨在整合流动体验和信任方差的概念，探索这两个因素对在线环境下领先用户和创新行为之间关系的影响。 . 来自小米公司虚拟品牌社区的调查数据显示，领先用户对流量体验有积极影响，进而对创新行为产生积极影响。此外，当对虚拟品牌社区的信任度高而不是低时，流量体验会调节领先用户和创新行为之间的关系。