Research On The Influence Of Virtual Brand Community Participants' Interaction On Value Co-creation Intention

With the coming of the customer centered era,the continuous improvement of customer capabilities and the transformation of marketing oriented logic from commodity oriented logic to service oriented logic,the value creation with customer is the main source of competitive advantage for enterprises.Since the theory of value co-creation was put forward,there are many research results.However,the existing research results are mainly focused on the stage of value co-creation,and there is no research on the stage of value co-creation intention.In view of this,in order to enrich the theoretical results of value co-creation,this study selected a typical platform for the value co-creation of companies and customers---virtual brand communities,taking the community participants as the research object and discussed the interaction of participants in the virtual brand community environment.The research on the influence of value co-creation intention is revealing the internal mechanism of the participants in the virtual brand community to create value and creative intention.First of all,a research model of between virtual brand participants interaction and value co-creation intention is constructed based on participant interaction as independent variable,brand community integration as intermediary variable and value co-creation intention as dependent variable,and the interaction of virtual brand community participants is divided into five dimensions: product interaction,social interaction,leisure and entertainment interaction,self-realization and economic benefit interaction,and the brand community integration is divided into three dimensions: congenial consciousness,community spirit and community responsibility,and the willingness of value co-creation is regarded as the whole variable;Secondly,262 sample data were obtained through online questionnaires to analyze the research models;Thirdly,using the SPSS19.0 statistical software,the paper analyzes the basic situation of sample,sample participating in virtual brand community and variable item,and tests the internal consistency and structure validity of the questionnaire by reliability and validity analysis.Correlation analysis and regression analysis were used to verify the hypotheses.The empirical results show that:(1)Product interaction,social interaction and economicinterest interaction have a significant positive impact on the creation of value co-creation intention.And when other factors are excluded,product interaction has the greatest impact on value creation intention,and the second influence is economic interest interaction,and the least influence is social interaction;(2)The interactions of different purposes of virtual brand community participants have different effects on the degree of brand community integration.Among them,leisure and entertainment interactions have a significant impact on the congenial consciousness,community spirit and community responsibility;(3)Brand community integration plays an intermediary role in the relationship between the participants interaction of the virtual brand community and the value co-creation intention.Finally,the research suggests that enterprises should increase the support and input to the virtual brand community construction,standardize the community system,and guide the content construction to stimulate the participants to interact.In addition,we must continue to shape the connotation of the brand,pay attention to the management of the contact points between the participants and the company,stimulate the emotional commitment of participants to strengthen their sense of integration,and actively co-creation values with the company.