The Influence Of Perceived Value On Customer Citizenship Behavior In Brand Value Co-creation From The Perspective Of Relationship

With the rapid development of Internet technology,enterprises have begun to attach importance to establish their own virtual brand community for interactive communication.The success of Xiaomi and other enterprises proves the importance and effectiveness of the virtual brand community in establishing brand for enterprises.Besides,a large number of consumers have begun to shift from offline consumption to online consumption,they are no longer satisfied with the passive recipient role of products or services,and began to actively use their own knowledge and skills to engage in dialogue with enterprises and strive to become the value co-creator of consumer products or services.Therefore,enterprises should understand the needs of consumers in a timely manner,manage the relationship between consumers and brands,create opportunities for the individualized needs of consumers,and call on consumers to engage in customer citizenship behavior actively,they are very significant for enterprises to establish their brands.Therefore,The practices that exploring customer citizenship behavior actively in the virtual brand community and its influencing factors?promoting interaction between consumers and enterprises?between consumers and consumers?catching consumer's demand,managing the relationship between consumers and brands can promote and guide the generation of customer citizenship behavior,and provide theoretical basis and practical enlightenment for the realization of brand value.From the psychological perspective of “perception-attitude-behavior”,this paper sums up the perceived value of members in the virtual brand community,introduces two dimensions of brand relationship quality that trust and social value expression,and explores the relationship of perceived value?trust and social value expression?customer citizenship behavior,find out the influence path of customer citizenship behavior,propose corresponding research framework,help enterprises understand the logic behind customer citizenship behavior better,provides some inspiration for enterprises to make value co-creation?guide consumers to play their role and enhance its competitive advantage.In theory,this paper takes the virtual brand community as the research background,combines the social exchange theory and the brand relationship quality theory,defines the key constructs of virtual brand community members' perceived value?trust and social value expression and customer citizenship behavior,and propose the research model between these constructs,these creation enriches the value co-creation theory and brand relationship quality theory of virtual brand community.In practice,according to the research conclusions of this paper,enterprises can notice the importance of the virtual brand community,and utilize it to create interactive conditions for consumers,timely understand the value needs of consumers,and maintain the relationship between consumers and brand,it can lay a solid foundation for promoting customer citizenship behavior?enhancing the competitive advantage of enterprises and realizing brand equity.