The Cci In Virtual Brand Community On The Co-creation Value

In the context of Internet Web2.0,the virtual community came into being and gradually grow and develop,providing a new interactive mode of interaction and channels,virtual communities increasingly become the enterprise access to consumer demand and other information channels,as consumers involved Into the enterprise platform,and consumers based on the recognition of a brand and the formation of the brand community and network technology combined with the virtual brand community,due to its unique superiority by the enterprise's attention in the value of the consumer area to create But also play an important role in the value of a typical platform to create,while customer to customer interaction(CCI)as co-creation value in consumption area one of the main forms,mainly in the brand products on the sharing and experience of interaction.With the advent of the era of experience economy,companies need to grasp Value Co-creation in Consumption Area,and actively promote the customer to participate in Value Co-creation,it is necessary to have a understanding about CCI in virtual brand community,and the process of value co-creating in the consumer area.CCI is mostly concentrated in the physical environment,and the academic community on the virtual environment of CCI and community identity of the lack of research,while in the Value Co-creation study,more scholars pay more attention to customers and The impact of interaction between enterprises on Value Co-creation of CCI in which the impact of the lack of research,and consumption in the field of CCI in the value Co-creation of the role of less research.Therefore,this paper will study the impact of CCI in virtual brand community on the Co-creation Value,and explore the mediation effect of the community identity.Through the review and collation of the related literature,this paper divides the CCI in the virtual brand community into information interaction and interpersonal interaction.The Co-creation value is divided into three dimensions: pragmatic value,hedonic value and social value,and build the theoretical model of “CCI-community identity-Co-creation value” and putward assumptions.Through a questionnaire survey and analysis of the collected 216 effective questionnaires with the statistical software SPSS20.0.Conclusions as follow :(1)Information interaction and interpersonal interaction have a positive effect on Co-creation value,in addition to information interaction is not significant to the social value;(2)community identity has a significant positive effect on Co-creation value;(3)Information interaction and interpersonal interaction have significant positive impact on community identity.(4)community identity plays a mediating role in the relationship between CCI and Cocreation value.(5)There is a significant difference in the gender,age,educational background,and time of joining the community in the virtual brand community for CCI,community identity,and Co-creation value.This paper shows that CCI in the virtual brand community and community identity has positive influence on the Co-creation value.If the enterprise wants to promote the customer's participation in the Value Co-creation in the virtual brand community,it is necessary to promote the customers in the virtual brand community Interactive communication,but also pay attention to the formation of customer community identity.