Impact Of Customer Participation Value Co-creation On Customer Value In Virtual Brand Community

In recent years,with the continuous development of network technologies and social media,virtual brand communities have emerged and developed.Enterprises are no longer focused solely on the value of products or services themselves,but are actively setting up platforms to create opportunities to invite customers to participate.Customers are no longer passive recipients of value,but are active and active participants.The value-creation activities have attracted more and more attention from companies.The model and practice of value co-creation have been particularly prominent in the context of virtual brand communities.In particular,the development of new types of online channels,such as mobile internet and online communities,has promoted the value-creation activities of customers in a certain degree.In the process,customers have gradually gained publicity and brand influence.Because the virtual brand community is not restricted by time and area,and provides customers with many opportunities for communication and communication,it gradually becomes a link between the company and its customers.Therefore,to guide customers into the process of value production or consumption,both parties create value together,which can not only increase customer satisfaction and loyalty to the company,but also help enterprises achieve accurate marketing and form core competitive advantages,thereby expanding the market share of the company,improve the competitive position.First of all,this paper analyzes and summarizes the literature on customer participation in value co-creation and customer value fields,and finds that more scholars separately study the conceptual connotation,dimension composition,their respective antecedents,and consequences of customer co-creation.There is little research on the relationship between value co-creation,and few literature have studied the impact of two kinds of value co-creation on customer value.Secondly,this paper carries out research hypotheses and model construction.Combining with previous research results,research hypotheses are put forward based on spontaneous value creation,initiated value creation,customer value(practical value,entertainment value,social value)as variables,and a hypothesis model for research isconstructed.Finally,after empirical analysis,this paper concludes that under the virtual brand community environment,the value creation of co-creation and the co-initiated co-creation of customer participation have a positive impact on each dimension of customer value,and the spontaneous value promotes positive development.The co-initiated value creation and the initiated value creation play a partial intermediary role between the spontaneous co-creation of values and the dimensions of customer value.It hopes to provide reference for enterprises and communities to carry out value creation activities and provide reference for customers to pay more attention to the value created by themselves.