Research On The Value Co-creation Mechanism In Virtual Brand Community

Traditional value creation theory holds that enterprises create and exchange product value to customers.Customers are only users of value.However,with the development of Internet economy,the business environment of enterprises has been gradually reshaped.Among them,the role of customers has undergone tremendous changes,they are no longer just users of value,but have become participants and contributors of value creation.Specifically,customers are widely involved in product design of enterprises,while developing new product use knowledge and skills in the field of consumption,and actively communicate with enterprises,Thus,a new mode of value creation has been created.The report of the Nineteenth National Congress of the Communist Party of China points out that China has entered a new era,while China's current business field has also entered a new era of value creation between enterprises and customers.In the age of value co-creation,building long-term relationship with customers and realizing value creation with customers have become the important goals of enterprise brand management.The continuous development and maturity of Internet technology has provided guarantee for the cross-regional,cross-time and cross-platform transmission of information.The boundaries and barriers between customers,communities and enterprises have been gradually eliminated.More and more enterprises have established virtual brand communities to communicate face to face with customers through the Internet platform,And then carry out community marketing to develop community economy.The virtual brand community reconnecting the fragmented business environment,putting enterprises,brands and customers in the same network,thus becoming an important intangible asset of enterprises.In the context of the Internet,the cost of building a virtual brand community is decreasing,but the operating cost is increasing.The most expensive cost in the context of the Internet is the cost of trust.Every enterprise and customer is thinking about how to establish their trust relationship and get good reputation in the virtual brand community,in order to create conditions for value co-creation.Based on this,from the perspective of Social Network Theory and Social Capital Theory,this article regards the virtual brand community as the interpersonal community in the real society.With the help of SPSS24.0 and AMOS17.0,this article empirically studies themechanism of value co-creation between enterprises and customers in the virtual brand community by using AHP and Bootstrap methods.The results show that in the social network of virtual brand community,social interaction,trust and reciprocity principle and self-concept consistency of social capital all promote the perception of customer community value,while the influence of centrality dimension on customer community value perception is completely mediated by the other three dimensions;Customer community value perception and customer engagement all can promote customer value co-creation behavior,and customer engagement plays a mediating role in the impact of customer community value perception on value cocreation behavior.The conclusions of this study can provide theoretical suggestions for enterprises to develop community marketing and customer value co-creation under the background of the Internet,and provide theoretical guidance for customers to participate in the virtual brand community with high quality.In addition,this article preliminarily explores the structure and dimensions of Internet virtual social capital,enriches the research results of the application boundary of social network and social capital theory.