The Research About The Influence The Interaction Of The Brand Community Has On The Community Co-creation

In the Internet Age, the online brand community is the main platform for the co-creation by consumers and the firms. Based on the prior research, this research begins with the two interaction sides---the brand(firm)and the members of the brand and gives a research about the influence of interaction of brand members as well as the community have in the co-creation practice and also the practice’s influence about the co-creation.The interaction can be described in two ways: between the members in the brand and between the members and the brand. The co-creation practice can be described in 4 ways: the social networking,impression management, the community engagement and the brand use; brand community co-creation is described in 3 ways: utilitarian value, amusement value and social value.This research gives out the questionnaire to get the data from the brand communities, taking the SPSS method to test the whether the hypothesis is right. The hypothesis is specified in 4: the correlation of the interaction and the co-creation practice, the correlation of the interaction and the co-creation, the correlation of the practice ,the co-creation and the co-creation medium effect. The result of the research indicates that 1)there is positive correlation of the strength of the interaction(between the members, between the members and the brand) and the co-creation practice(social networking, impression management, community engagement and brand use).2)there is positive correlation of social networking and utilitarian value as well as amusement value, impression management and social value, brand use and utilitarian value, amusement value as well as social value ,there is no correlation of community engagement and value co-creation.3)there is correlation of community interaction strength and value co-creation.4)the social networking and brand use have medium influence, but the impression management and community engagement have no influence .