Research On The Influence Of Customer Value Co-Creation Behavior On Brand Trust In Tourism Virtual Community

With the rapid development of the Internet,the competition among online travel companies is becoming more and more fierce,and brand trust is an important determinant of consumers purchasing a certain enterprise product.Therefore,brand trust plays an important role in the competition of major travel online companies.With the emergence of security issues in the Internet environment,the criticism of the major travel online companies and the phenomenon of information leakage caused the consumer's trust in the enterprise to seriously decline,tourism online enterprises are difficult to survive,and the tourism virtual community is an important marketing platform for tourism online enterprises.The internal value creation phenomenon attracts consumers' interest in participation,which has attracted the attention of enterprises.However,scholars are paying attention to customers.The research on the relationship between value co-creation behavior and brand trust has not been paid attention to.Based on this background,consumers who have used the online platform of tourism are the research object,combined with the theory of stimulus-organism-response theory,brand attachment theory,value co-creation behavior and brand trust,to build the relationship model,collects research data through field questionnaires and online questionnaires.Subsequently,the data was processed and analyzed using SPSS 21.0 and AMOS 22.0 software.Finally,the following research conclusions are drawn:(1)value co-creation behavior has a positive impact on brand trust;(2)brand experience has different influence on brand trust;(3)brand value cognition has significant influence on brand trust.In order to improve customers' trust in the online brand of tourism,tourism online enterprises should change the marketing leading logic,pay attention to the co-creation role of customers in value creation;pay attention to the construction of tourism virtual community,actively guide customers to participate in value creation behavior;strengthen customers Experience;strengthen the application of travel big data.Introducing the value co-creation theory into online tourism enterprises,focusing on the impact of value co-creation behavior on customer brand trust,filling the theoretical model of value co-creation behavior and brand trust relationship,and making a certain theoretical contribution to the relationship research between the two.At the same time,it also improves the maintenance of the customer brand relationship of tourism online enterprises.