从治理视角出发，通过K-means聚类定位3类用户群体，结合NCA与fsQCA方法，探究虚拟品牌社区治理机制对不同用户群体创新行为的影响。研究发现：①虚拟品牌社区治理机制对不同用户群体创新行为的影响存在相同点。网络惯例是3类用户高创新行为的共同必要条件，且3类用户高创新行为均受多重治理机制联合驱动。②虚拟品牌社区治理机制对不同用户群体创新行为的影响存在差异点。区别于其他用户，核心用户和长尾用户高创新行为的独特必要条件分别为用户嵌入和社区激励；知识保护对领先用户开展高创新行为更加重要，网络惯例和用户嵌入对核心用户开展高创新行为更加重要。除此之外，对于部分核心用户和长尾用户，关系治理机制对他们的创新行为起到了更重要的促进作用。

From a governance perspective, the K-means clustering method is used to identify three user groups. The NCA and fsQCA methods are combined to explore how the virtual brand community governance mechanisms affect the innovative behavior of different user groups. The findings are as follows: First, there are similarities in the impact of virtual brand community governance mechanisms on the innovation behavior of different user groups. Network convention is the common necessary condition, and users’ innovation behavior is jointly driven by multiple governance mechanisms. Second, there are differences in the impacts. Member embeddedness is the unique necessary condition for core users, and community incentive is the unique necessary condition for long-tail users. Knowledge protection is more crucial for leading users to engage in innovation behavior, while network conventions and member embeddedness are more important for core users to carry out innovation behavior. In addition, for some core users and long-tail users, the relationship governance mechanism plays a more important role in their innovative behavior.