Research On The Impact Of Co-creating Value Of Virtual Community Members On Customer Satisfaction

Along with the development of the Internet era,the communication and interaction between people are no longer confined to the offline face-to-face communication or the simple greetings of the phone and the head.With the aid of cyberspace,users can break the restriction of time and place to realize barrier-free communication and interaction,and the creation of virtual communities provides an open platform for the communication of users with the same interests and interests.Ali's birth opened the door to China's Internet transactions,Taobao has become a symbol of online trading community,QQ,WeChat to become information sharing,knowledge learning,business transactions as one of the virtual community platform,there are many overseas virtual community is also widely used,we can see in the current environment,companies want to operate better,we must be closer to consumers,more understanding of users.To understand the user,we must communicate with the user to produce more products that meet the needs of users,and the resulting new products and therefore have the contribution of users,resulting in the concept of value creation.Therefore,the value of creating a virtual community activities for enterprises is essential.However,many enterprises are not smooth on this road,how to create value with the user?Can the results of online communication be turned into products that satisfy customers and retain customers?Exploration of these problems is indispensable,so this study focuses on the subject of virtual community members,the value of virtual community members to create a behavior influence on customer satisfaction,hope this research bring to the management and development of the enterprise theory basis and the suggestion,and then promote the development of enterprises,improve customer satisfaction.In addition,it can be concluded from the mediation effect that customers expect to play a part of the intermediary role in the influence of customer engagement and customer citizenship on customer satisfaction.That is,in the process of the impact of virtual community members participating in value co-creation on customer satisfaction,Customers expect to play a part of the role of intermediaries;customer perceived value in customer engagement behavior of customer satisfaction plays a part of the intermediary role,customer perceived value of customer citizenship behavior on customer satisfaction play a complete intermediary role in the virtual community In the process of the members' participation in the value co-creation behavior to the customer satisfaction,the customer perceived value plays a partial mediating role in the customer engagement behavior's impact on customer satisfaction.In the relationship between customer's citizenship behavior and customer satisfaction,the customer perceived value Play a complete intermediary role.Through the method of empirical analysis,this paper draws the following conclusions:Firstly,the customer participation behavior has a significant negative effect on customer expectation,namely,the more obvious the customer's participation behavior,the lower the customer's expectation.The customer participation behavior has a significant positive effect on the perceived value of the customer,namely,the more obvious the customer's participation behavior,the stronger the customer perception value.Secondly,customer behavior has a significant negative impact on customers' expectations,namely,the more obvious the customer's behavior,the more the customer expects.Customer citizen behavior has a significant positive effect on customer perceived value,namely,the more obvious the customer's behavior,the stronger the customer's perceived value.Thirdly,customer expectation has a significant negative impact on customer satisfaction,namely,the lower the customer's expectation,the more satisfied the customer is;Customer perceived value has a significant positive effect on customer satisfaction,i.e.The stronger the participation of virtual community members in customer value co-creation is,the higher the customer satisfaction is.