Research On The Influence Of Value Co-creation On Consumers' Purchase Intention In Virtual Brand Conmmunity

The fast development of information and model communication technology strengthens the function of internet,which provides a great platform for people to share information,exchange views,express thoughts,show feelings and complete trades.The internet provides a platform for consumers to participate in the value co-creation process,and also provides businesses an opportunity to take advantage of the consumers' innovative potential and knowledge.The development of internet technology creates the virtual communities,and thus the virtual brand communities appear,which provide a new platform for consumers to interact with the enterprises and other consumers.In the theoretical circle,the traditional theories of value creation are challenged by it,but the theories of value co-creation become more and more popular.According to the theories of value co-creation,consumers are no longer consumers of value,but the co-creators of value,and the value is determined by the consumer.With the advent of the experience economy era,the focus of the enterprise begins to turn from goods or services to customer experience.Making the consumer has good brand experience caneffectively improve the brand loyalty of consumers and improve brand property.For the enterprise,how to improve the consumers' willingness to buy products or service is more important.In that way,the key issue to be discussed in this study is whether the value co-creation of the virtual brand community can be used to improve the consumers'purchase intention.Through in-depth theoretical research,this paper constructs the research model of the impact of the value co-creation of the virtual brand community on the consumers' purchase intention,and put forward the research hypothesis.According to the research results which are made by scholars at home and abroad,and discussion of the focus group,the scale of the study and the empirical questionnaire are determined.Through empirical research,the value co-creation behavior in the virtual brand community includes sponsored value co-creation and autonomous value co-creation.The customer experience consists of information experience,entertainment experience and interactive experience.The results of empirical research show that the value co-creation of virtual brand community has a significant negative impact on consumers' brand experience,while customers' spontaneous virtual brand community value co-creation has a significant positive impact on consumer brand experience.In the three brand experience,only the entertainment experience and the interactive experience can significantly improve the consumers' purchase intention,and the information experience has no significant influence on the purchase intention.At the same time,the study explored the mediating effect of brand experience on the relationship between value creation and purchase intention and it also investigate the role of psychological distance in the relationship between brand experience and purchase intention.The psychological distance is divided into three dimensions:time distance,space distance and social distance.It is found that the brand experience does have an intermediary role in the relationship between the value creation of the virtual brand community and the consumer's purchase intention,and psychological distance plays a moderating role in the relationship between entertainment experience?interaction experience and consumers' purchase intention.Finally,according to the conclusion of the empirical study,this paper puts forword the following management suggestions for the brand managers and the virtual brand community managers.The brand manegers should:(1)change the leading logic of brand marketing—brand value is co-created;(2)Virtual brand community as a platform for value co-creation;(3)inproving consumers' willingness to purchase through virtual brand community.The virtual community managers should:(1)manage and supervise the value co-creation of the virtual brand community initiated by the enterprise itself;(2)motivate and promote customers to participate in the autonomous value co-creation;(3)control and reduce the psychological distance between brand and consumers.The conclusions of this paper complement the relevant theories,which is of great practical significance for enterprises to moticate consumers to participate in the virtual brand community and achieve value creation.