The Research On Consumers' Value Co-creation Behavior In Virtual Brand Community

The continuous advancement of advanced technologies such as the Internet and big data has brought more business opportunities to enterprises.The traditional business model of creating value by enterprises alone cannot keep up with the development of the market and the advantages of a new business model in which customers and businesses create value together are gradually emerging.In this environment,a large number of brand-themed virtual communities(such as Xiaomi Community,Huawei Pollen Forum,etc.)have been spawned to guide customers to participate in the value co-creation process of product design,development and improvement.Moreover,there have been successful cases in which companies have used the virtual brand community as a powerful tool for marketing and building images.The importance of customer participation in value co-creation has been recognized by many scholars.Therefore,it is necessary to discuss the factors influencing the value co-creation behavior in the virtual brand community.Firstly,by combing the research status of virtual brand community and value co-creation behavior at home and abroad,this paper constructs a research model through the stimulus-organism-response(S-O-R)research modelSecondly,the data used for empirical analysis was obtained through questionnaires.and SPSS 22.0 and AMOS 21.0 were used to descriptive statistical analysis of demographic characteristics,descriptive statistical analysis of variables,reliability test,reliability test,the model assumes a path test,and the test of mediation.Thirdly,the empirical research has found that:(1)The virtual brand community interaction characteristics mainly affect the customer's value co-creation behavior through customer interest perception;(2)Self-achievement interests are the main factors affecting spontaneous value-creation behavior,and interpersonal interaction has the greatest impact on self-fulfillment interests,so frequent information exchange and experience sharing are indirect factors affecting spontaneous value co-creation behavior;(3)Cognitive interest is the main factor affecting the value co-creation behavior of participation,and cognitive interest is mainly influenced by product knoxwledge.Therefore,the diverse and rich product knowledge in the virtual brand community indirectly affects the value co-creation behavior of participation.Finally,based on the conclusions of empirical research,it provides suggestions for management practices on how to effectively manage value co-creation activities in virtual brand community and how to design an effective virtual brand community.