The Study Of The Effect Of Parasocial Interaction On Value Co-creation Interactive Behavior In Virtual Brand Community

In the era of Web2.0,the rapid popularization of social media has made customers willing to share rich and valuable user-generated content through interaction on social platforms,gradually transforming them from passive receivers of value to co-creators of value.Virtual brand community,with its high interactivity,has become an important platform for customers to participate in value co-creation interactive behavior,and has been paid more and more attention by many enterprises.However,a large number of virtual brand communities generally have such defects as low enthusiasm of customers in value creation and insufficient interaction,which have not achieved the expected success.The research on the driving factors of value co-creation mainly focuses on individual needs,brand relations,etc.,and the research on the influence of parasocial interaction between community members and brands on the interaction behavior of value co-creation of members is still very lacking.Therefore,it is very important to study the influencing factors of value co-creation interactive behavior among community members.This study first reviews the related research results of parasocial interaction,psychological ownership,insider status value perception,value co-creation interactive behavior,interactive support,and then based on the theory of social identity,takes the emotional belonging of community members towards two different subjects of brand and community,namely,the psychological ownership of brand and the identity perception of community insiders as mediating variables to investigate the effect of parasocial interaction between virtual brand community members and brand on value co-creation interactive behavior as well as the moderation effect of interaction support.Through online and offline questionnaires,this study collected466 valid data of virtual brand community members,and used SPSS20.0 and AMOS24.0 statistical software to empirically test the research model and hypothesis.The results show that :(1)parasocial interaction between community members and brands positively influences value co-creation interactive behavior;(2)parasocial interaction between community members and brands positively influences brand psychological ownership and identity perception of community insiders;(3)brand psychological ownership and identity perception of community insiders independently and jointly mediate the effect of parasocial interaction on valueco-creation interactive behavior;(4)interaction support moderates the positive effect of parasocial interaction on perceived insider status,which fails in its moderate role on the relationship between parasocial interaction and psychological ownership.Based on the above conclusions,this study theoretically enriches the antecedents of the value co-creation interactive behavior of virtual brand community members.In practice,it provides targeted guidance for enterprises to manage virtual brand communities and inspire members to participate in value creation.