Research On The Influence Of Virtual Brand Community Relationship Capital On Consumer's Participation Of Value Creation

Under the background of Web 2.0 era,consumers,as an important manipulative resource,are becoming the main body on the process of value creation.With the change of this role,the marketing concept and management mode of the enterprise should be changed correspondingly.Knowledge and experience that consumers own and huge mouth influence that social media give consumers make the enterprise have to closely contact with consumers.So,prompting consumers to participate in enterprise value creation activities has become one of the strategic orientation of enterprise to foster new competitive advantages.With the help of Internet technology,enterprises are starting to build an online communication platform that is closely interacting with consumers.The virtual brand community is able to provide consumers with a wider range of products and brand communication opportunities because of its cross-regional and cross-temporal characteristics.Therefore,it is very important to explore the driving factors of community consumers' active participation in value creation,and there are few empirical researches on the value co-creation drivers in the current academic circles.Based on the relationship capital dimensions of social capital theory,the article explored the relationship between relationship capital and consumers' action of value creating: as the main line,relational capital maybe have a direct influence on the value creating,at the same time joined intermediary function of the emotional commitment and regulating function of the virtual community sense,so that we can provide theoretical basis for the creation of value for the community platform on how to stimulate consumer and enterprise jointly to create value.First of all,on the basis of reading literature substantially this paper completely stated the concept and dimensions of relationship capital,emotional commitment,value creating and virtual community sense.And then the paperdetailed the theoretical basis of article studies,namely,the social capital theory,organizational commitment theory and value creation theory.Based on the literature review and related theories,the hypotheses and models are proposed.Then by using SPSS software to analyzing 253 valid sample data,the paper conducted regression analysis,the reliability and validity analysis.According to the empirical results,we conclude that the relationship capital significantly affect consumers to participate in the value creation of virtual brand community;Emotional commitment has some mediating effect on relationship capital's influence on value co-creation;and virtual community perception adjusted the influence on relationship capital to the value creation of consumers.Based on the research conclusion,this article put forward the following management recommendations for community operators on how to stimulate consumers to participate in value creation:(1)enhance interaction and deepen consumers' relationship resources;(2)cultivate the community's sense of belonging and inspire consumer's emotional attachment to the community;(3)actively promote the virtual community sense of community members.