Research On The Effect Of Customer Perceived Justice On Customer Value Co-creation Behavior In Virtual Brand Community

The continuous improving and upgrading of advanced technologies,such as the Internet and big data,have brought unprecedented opportunities to enterprises.The traditional model is more and more unable to adapt to the development of the society by the mode of creating value by the enterprise alone,the new mode of customer participation in value creation gradually highlights its advantages.More and more enterprises build virtual brand communities to guide customers to participate in any stage of value chain of new products or services,such as design?production and consumption,so as to achieve value creation between enterprises and customers,customers and customers,virtual brand community has become a typical platform for value co-creation.The importance of customer participation in value creation in the virtual brand community has been widely recognized,it is necessary for the academic and industry to explore the factors which affecting the customer value creation behavior in virtual brand community.This study focuses on the virtual brand community built by brand enterprises and takes the customers in virtual brand community as the research object.By introducing Equity Theory,we deeply explore the influence of perceived justice on the customer's value co-creation behavior and the mediating effects of community identity in virtual brand communities from the perspective of perceived justice.Firstly,on the basis of literature review,we build an integrated model of the influence process of customer perceived equity on its value co-creation behavior and put forward the research hypothesis.Secondly,we choose 4 virtual brand communities(Huawei Club,Xiaomi BBS,Meizu Flyme BBS,Lenovo Club)as sample library and get sample data through questionnaire survey.Furthermore,SPSS is used to do descriptive statistical analysis,reliability and validity analysis,correlation analysis and hierarchical regression analysis.The empirical reseach result shows that:(1)Customer's perceived distributive justice,procedural justice and information justice all have significant positive effects,both on sponsored value co-creation and autonomous value co-creation.However,customer's perceived interpersonal justice only has significant positive effects on autonomous value co-creation,there is no significant positive effects on sponsored value co-creation.(2)Customer's perceived distributive justice,procedural justice,interpersonal justice and information justice all have significant positive effects on community identity,meanwhile,community identity also has significant positive effects on sponsored value co-creation and autonomous value co-creation.(3)Community identity plays a partial mediating role between customer`s perceived distributive justice,procedural justice,information and sponsored value co-creation,while community identity only plays partial mediating role between customer's perceived interpersonal justice and sponsored value co-creation,there is no mediating effect between perceived interpersonal justice and sponsored value co-creation.Meanwhile,community identity plays a partial mediating role between all four customer`s perceived justice and autonomous value co-creation.Finally,according to the conclusion of this research,we put forward targeted management recommendations for enterprises to manage and operate their virtual brand communities in order to inspire customer's value co-creation behavior.