An Empirical Study On The Effect Of Task-technology Fit In Virtual Brand Community On Value Co-creation

We are in the post-knowledge economy era of technology,information,and networking.Consumers' value is getting more and more attention.Creating values between consumers and consumers,enterprises and consumers is an important value creation in the new era.The method and value co-creation become the hot topics in the marketing field at this stage,and the main area of value co-creation is the virtual brand community.In the existing diversified and numerous virtual brand communities,many virtual brand communities cannot meet the needs of their members due to their technical level.That is,the virtual task force has a low degree of match between the task and technology of the virtual brand community,resulting in few members and many of them not participating in any activities."Zombie" members,virtual brand communities can not achieve the value of co-creation to create value.Therefore,this study conducts an empirical study on the impact of Task-Technology Fit of virtual brand community on value.In this paper,under the premise of studying the impact of Task-Technology Fit on value co-creation in the virtual brand community,the technology-performance chain model,Task-Technology Fit theory,value co-creation theory,attitude and behavior theory and attitude composition theory,etc.are performed.Literature reading and combing,understanding the basic viewpoints and research status of Task-Technology Fit,value co-creation and virtual community sense,and building the model of this study,using Task-Technology Fit as an independent variable,and using virtual community sense as an intermediary variable;Value co-creation(spontaneous value creation,initiated value creation)is the dependent variable.Afterwards,questionnaires were designed based on mature scales and actual research situations,and members of the virtual brand community were collected by issuing links and snowballs.Through SPSS20.0 data analysis software,the data were analyzed and tested,and the following conclusions were drawn: 1.The positive impact ofTask-Technology Fit value co-creation and spontaneous co-creation of values have no significant impact on the co-invention of value initiated;2.Task-Technology Fit has a significant impact on the sense of virtual community;3.Task-Technology Fit has a significant impact on use;4.Sense of virtual community has a significant positive impact on use;5.Sense of virtual community has a significant positive impact on value co-creation(spontaneous value creation,initiated(Value co-creation);6.Use has a significant positive impact on value co-creation(spontaneous value creation,initiated co-creation)7.The sence of virtual brand community mediates the impact of task-technology fit on the process of value co-creation;8.In the virtual brand community the use mediates the impact of task-technology fit on the process of value co-creation 9,In virtual brand community,the sense of virtual community and the use have chain medium mediation on the process of technology task-technology fit on value co-creation.Finally,according to the conclusions and actual research situations,the prospects and deficiencies of this study are proposed.This paper applies the technology-performance chain model successfully to the virtual brand community,provides new theoretical directions for future research,reminds enterprises and community managers to focus on the matching of technical tasks,prevents the occurrence of high investment and low returns,and reasonably applies resources.At the same time,it has enriched the application of virtual community sense in the virtual brand community.