Research On The Influence Of Virtual Brand Community Integration On Customer Participation In Value Co-creation

With the transformation of customer role and marketing leading logic,customer and enterprise,customer and customer to create value together is the main way of value creation at present,and value co-creation has become a hot topic in the field of marketing.At the same time,with the rapid development of mobile interconnection technology and social media,the virtual brand community has provided customer with more extensive communication opportunities and gradually becomes an important platform for value co-creation of customer participation.And the key for the virtual brand community to play an active role lies in the community integration of customer.In this context,this study from the perspective of community integration,explores the mechanism of its effect on value co-creation of customer participation.First of all,through the combing of the relevant literature,this study introduces the brand relationship quality as an intermediary variable,and constructs a theoretical model of the effect of virtual brand community integration on the value co-creation of customer participation,and puts forward 24 research hypotheses.At the same time,this study divides the community integration into three dimensions of the consciousness of kind,community spirit and community responsibility,and divides the brand relationship quality into three dimensions of brand satisfaction,brand trust and brand commitment,and divides the value co-creation into two dimensions of spontaneous value co-creation and initiated value co-creation.Then,SPSS 21.0 is used to carry on the reliability and validity analysis,correlation analysis,regression analysis and intermediary effect test of collected 271 valid questionnaires.And the specific analysis results are as follows: the community spirit and community responsibility have significant effects on spontaneous value co-creation of customer participation and initiated value co-creation;community spirit and community responsibility have significant effects on brand satisfaction and brand trust,and the consciousness of kind,community spirit and community responsibility have significant effects on brand commitment;brand trust and brand commitment have significant effects on the spontaneous value co-creation of customer participation and the initiated value co-creation of customer participation,and all of them play a partial intermediary role in the influence of community spirit and community responsibility on the spontaneous value co-creation and the initiated value co-creation.Finally,this study puts forward two feasible suggestions for how the enterprises and the operators of virtual brand community can better stimulate customer to participate in value co-creation,and points out the shortcomings of this research and the future research direction.The innovations of this study are as follows: firstly,from the perspective of community integration,it deeply explores the influence of each dimension of community integration on different types of value co-creation of customer participation;secondly,this study introduces the brand relationship quality in the field of relationship marketing and analyzes the intermediary effect of the three dimensions of brand relationship quality in the influence of community integration on value co-creation of customer participation,which enriches the theoretical research on value co-creation under the environment of virtual brand community.