Research On Factors Influencing Customer Participation Value Co-creation In Virtual Brand Community

Virtual brand community,as an important link between brand enterprise and customers,has become an important channel that brand enterprise communicate with customers.Through the virtual brand community,the enterprise can discover the problems of its own products or services,induce customer's suggestions for improvement on product or service,and dig out loyal customers,hand in hand with customers to create value together.At present,many domestic brand enterprises have set up virtual brand communities,such as xiaomi community,pollen community club,OPPO BBS and so on.In these virtual brand communities,customer participation is high,but they participate in creating co-value is less.Therefore,this paper will explore the following research questions:(1)what factors influence customer participate in creating co-value in virtual brand communities?(2)whether customer participation has a direct relationship between customer participation in creating co-value?This research build a factor model of customer participating in creating co-value in virtual brand community based on social cognitive theory and perceived value theory,also based on the connotation of customer participation in creating co-value.Then put forward the research hypothesis and design research scale.By issuing and recycling questionnaire in star platform,then the questionnaire results were cleaned and processed.Finally,216 questionnaires were obtained.We used AMOS 21.0 to carry on the correlation analysis and the regression analysis.Through the empirical analysis,we has determined the influence factors which influence the customer participate in virtual brand community.Through empirical analysis,the following conclusions can be drawn:(l)in the virtual brand community,customer participate in co-creating value is affected by the main factors,environmental factors,brand factors and perceived value factors.The main factors concluding self-efficacy and outcome expectations have positive influence on customer participation on value co-creation.The environmental factors including community experience and community trust also have positive influence on it,but community atmosphere has no significant influence on it.Brand factors(i.e.,brand identity,brand loyalty)and perceive value factors all have a significant correlation with customer participation in value co-creation.(2)In virtual brand community,the degree of customer participation on different factors have different degrees of regulation.In the brand community,different customers,their participation is not the same,the deeper the degree of participation,the more familiar with the brand community,the more dependent.The degree of customer involvement has a positive moderating effect on customer self-efficacy,which has negative moderating effect on community experience,community trust and perceived value.(3)perceived value plays an intermediary role between subjective factors and customer participation value creation,and the mediating effect is obvious.The main contribution of this research is as follows:(1)previous studies were from the customer's perspective to study the antecedents and consequences of customer participation in the value creation of virtual brand community,the customer in addition to explore the main factor,also studies the external environment on the impact of customer participation in the value creation.(2)this study combined with the characteristics of the virtual brand community,creatively introduced the social cognitive theory to analyze the factors of customer participation in the virtual brand community.Based on social cognitive theory and perceived value theory,this paper constructs a model of influencing factors of customer participation value creation in virtual brand community.(3)according to the results of the study,the author puts forward some specific strategies for brand enterprises and community managers.