Study On The Influence Of Behavior Of Virtual Customer Co-Creation On Consumers’ Personality Characteristics

As an important mean to maintain customer relationship, virtual community has been favored by enterprises in recent years, and also generally concerned by academic circles. The co-creation is essential to the virtual community. If a community does not have the share of rich and useful product or brand knowledge from enthusiastic members, it can’t attract more people to join and participate in, thus can’t affect their attitude and behavior to the product. Academic circles have carried out a lot of useful exploration on factors influencing the behavior of virtual customers’ co-creation, and put forward some possible antecedents affecting co-creation such as individual motivation, unique product demand and so on. From the root, someone’s behavior is determined by the characteristics of his personality, which may be related with individual motivation, unique product demand and so on. In other words, the personality features may be the root impacting customers’ co-creation in virtual community. However, the existing research has not made further discussion, the literature of the behavior of customers’ co-creation in virtual community from the perspective of personality is relatively few.On the basis of the existing literature, with the five factor theory based, This study studied the influence of five personality characteristics, including neuroticism, conscientiousness, agreeableness, openness, extraversion, on customers’ co- creation in virtual community. we conducted an empirical study, collected a total of 275 valid questionnaires, and used SPSS and AMOS statistical software to test the conceptual model and hypotheses, the results of data analysis are following: Neuroticism of consumer personality traits has a significantly negative effect on intention and behavior of virtual customers’ co-creation; conscientiousness and intention and behavior of virtual customers’ co-creation are irrelevant; agreeableness, openness and extraversion have a significant positive effect on intention and behavior of virtual customers’ co-creation. Besides, Intention of virtual customers’ co-creation has an intermediary role between consumer personality characteristics and behavior of virtual customers’ co-creation; intention of virtual customers’ co-creation has an partial intermediary role between neuroticism, agreeableness, openness, extraversion and behavior of virtual customers’ co-creation; intention of virtual customers’ co-creation has no intermediary role between conscientiousness and behavior of virtual customers’ co-creation.This study made some supplementary for on the existing framework of virtual customers’ co-creation based on the above research conclusion, put forward some suggestion for enterprise’s management practice, and further illustrated the shortcomings of this study and future research directions.