Research On The Influence Of Virtual Brand Community Characteristics On Consumer Value Co-creation Willingness

"Brand Community" is an aggregated structural social organization composed of specific brands as the link,consumer groups interacting and sharing the information of the favorite brands.Driven by the development of the network,the agglomeration social effect of the brand community extends the new form of "virtual brand community".The virtual brand community has broken through the limitations of time and space with the help of online media,and consumers participate in online discussions and get more product information about the brand they want to buy.With the rapid development of the Internet and information technology,online media is widely used in marketing.Consumers are no longer passive recipients of products or services,but are the key participants in corporate activities and value creation,the performance is particularly obvious in virtual brand communities.This is because the virtual brand community can use the role of the network and collective power to more easily guide and encourage consumers to participate in the process of product design and development,production and consumption,and after-sales service,it can be seen that the research on the value co-creation of the virtual brand community is obvious.Enterprises need to cooperate with consumers,Only the traditional value creation model of the enterprise side can no longer meet the trend of social development,and value co-creation by motivating consumers to actively engage in interaction and contributing knowledge and new ideas is a long-term solution for business development.Consumers’ participation in value co-creation can provide enterprises with an in-depth understanding of consumers and opportunities for joint innovation and mutual benefit,so as to reduce marketing costs and improve business results,it can also bring consumers a personalized experience,economic benefits,and participation in the consumer surplus of the distribution business.In the virtual brand community environment,an important factor of influencing consumer value co-creation willingness is the environmental characteristics and role of the community as a whole.Therefore,how to maximize the virtual brand community characteristics design to meet the various needs of consumers,thereby stimulating customers to generate value co-creation willingness,has become a common appeal for enter prises to establish virtual brand communities for marketing.Based on the research background of virtual brand community characteristics and value co-creation,the paper divides the characteristics of virtual brand community into four dimensions:information quality,system quality,interaction and incentive mechanism,and based on S-O-R theory and social exchange theory,this paper constructs the influence model of virtual brand community characteristics on consumer value co-creation willingness,and further study how the characteristics of virtual brand community can influence the value co-creation willingness of consumers through the intermediary variable brand community commitment.Taking the consumers in the virtual brand community of consumption electronics products established by the company as the research object,through questionnaire survey,using SPSS software to analyze the acquired survey data,in order to verify the impact model and the research hypothesis.The research in this paper draws the following conclusions:(1)The dimensions of virtual brand community characteristics have a significant positive effect on the value co-creation willingness of consumers;(2)The dimensions of the virtual brand community characteristics have a significant positive effect on the brand community commitment;(3)the brand community commitment promotes the consumer value co-creation willingness;(4)The brand community commitment plays a partial intermediary role in the influence of the dimensions of virtual brand community characteristics on the consumer value co-creation willingness.The research focuses on issues such as virtual brand community,brand community commitment,and consumer value co-creation willingness,further enriches the theoretical research on virtual brand community and value co-creation,and provides a new reference for how to build and operate virtual brand community,stimulate consumer value co-creation willingness and strengthen brand relationship.