A Study On The Value Co-creation Of Lead User Based On Virtual Community

With the rapid development of the Internet and even mobile Internet,today's consumers are paying more and more attention to the consumer experience, and the enterprises have begun to shift from paying attention to products or services and paying attention to customers' experience. In addition, along with the mutual penetration of consumers and business roles, companies need to find ways to obtain the necessary consumer input,while improving the efficiency of interaction with consumers, to avoid excessive interaction risk.The concept of leading users to shorten the distance between business and consumers, through the traditional market research to obtain user innovation is costly, inefficient, or even unsuccessful. Collaboration with leading users is a promising alternative to innovation, saving time and cost.At the same time, leading-edge customer demand is clearly ahead of existing demand, and its innovative products often have great commercial value and commercial potential. Today, the pace of business updates,product iterative cycle faster and faster, more and more short, consumer interest points are constantly updated iterations, then how to quickly identify accurate leading users, how to improve business and consumer interaction , How to use the value of the initiative to create or spontaneous value of creating leading users and enterprises to achieve a deeper level of communication between, are worthy of further discussion.This paper focuses on the value creation problem based on the perspective of virtual community's leading users. First, the leading consumer from the more refined consumer groups, leading users through the concept,characteristics, etc. deepen the theoretical basis of leading users, leading users of the unique characteristics of refined properties, including the willingness to cooperate, innovation, product knowledge and Interactive features. Second, value creation is divided into value creation and spontaneous value creation. On this basis, a value research model based on virtual community's leading user perspective is established. Thirdly,through the method of questionnaires, the author obtains the first-hand information and the auxiliary structural equation model, and studies the relationship between the leading users and the two types of value-creating behaviors in the virtual community environment.Through empirical analysis, this paper draws the following conclusions:First of all, the willingness to collaborate has a significant positive impact on the value of leading-edge user participation: the greater the willingness to collaborate, the more valuable the value of the initiative will be; the willingness to collaborate with leading users to participate in spontaneous value creation Significant positive impact, that is, the stronger the willingness to cooperate with the leading users, the more able to promote spontaneous value creation.Second, the ability to innovate has a significant positive impact on the value of leading-edge user participation: the ability to innovate, the more powerful the leading user, and the more value it can create; the ability to innovate. Significant positive impact, namely the stronger innovation ability leading user, the more can promote the spontaneous value creation.Thirdly, the product knowledge has a significant positive impact on the value creation of leading users, and the more valuable product knowledge the leading users, the more valuable the value creation can be.The product knowledge has significant effect on leading users to participate in spontaneous value creation. The positive impact of the product knowledge of the richer the leading users, the more able to promote spontaneous value creation.Fourth, the interactive nature of leading users to participate in the value of the initiative to create a significant positive impact, the more active the leading users, the more can promote the value of creating.