Research On The Influence Of Users’ Benefit Perception On Value Co-creation Citizenship Behavior In Content-based Virtual Community

With the rapid development of the mobile Internet,many virtual communities have emerged at home and abroad.In the Web 2.0 era,the context of the sharing economy has spawned a large number of content-oriented non-transactional virtual communities.Users are both consumers of content and production.In the era of the fiercely competitive and rapidly changing internet economy,many virtual communities have lost their attractiveness due to lack of content.How to strengthen the user’s connection with the community and let users participating in the construction of the community,inspiring community users to make voluntary recommendations,positive feedback,and active help,and to dig more additional value for users,are the focuses of academia and community managers.Therefore,exploring the value of content-based virtual community users is The influencing factors and mechanism of innovation behavior are of great significance for enriching the content of the community,promoting the development and dissemination of the community,and improving the flow and benefits of the community.User benefit perception comes from the user’s essential needs,which drives a series of user behaviors and affects the user’s choice,use,and recommendation of the community.Studies have confirmed that users’ benefits in virtual communities can promote user participation in community value creation However,the path between the two is not clear.The impact of user benefit perception on value co-creation citizenship behavior is not achieved overnight.The stable relationship between users and the community is a bridge and link between benefit perception and value co-creation citizenship behavior.Therefore,this study is based on the research idea of "benefit perception-emotional attitude-behavioral response",using user and community commitment as mediation variables,and exploring the role mechanism of content-based virtual community user benefit perception on its value co-creation citizenship behavior.Based on the theory of commitment and value co-creation theory,this study sorted out the three variables of user benefit perception,community commitment and user value co-creation citizenship behavior based on the relevant literature,and constructed the three.Research model,and put forward research hypotheses.A total of 306 valid questionnaires were collected through a questionnaire survey.Data analysis and hypothesis testing were performed using spss22.0,and the conclusions were drawn.The study found that:(1)the user’s benefit perception creates has a positive impact on its value co-creation Citizenship behavior.Among them,enjoyments benefits,information benefits,and social and self-achievement benefits all have a positive impact on value co-creation citizenship behavior;(2)user benefit perception has a positive impact on community commitments,of which enjoyments benefits,information benefits,social and self-achievement benefits all have a positive impact on the two dimensions of community commitment(affective commitments and calculation commitments);(3)community commitments have a positive impact on user value co-creation citizenship behavior;two of them Dimensions(affective commitments and calculation commitments)have a positive impact on user value co-creation citizenship behavior.(4)community commitment is between user benefit perception and value co-creation citizenship behavior.Part of the intermediary role,in which the two dimensions of community commitment(affective commitment and calculation commitment)have a relationship between the three dimensions of user benefit perception(enjoyments benefits,information benefits and social and self-achievement benefits)and user value co-creation citizenship behavior Part of the role of intermediaries.The innovations of this study are as follows: First,it attempts to explore the influencing factors of user behaviors in content-based virtual communities to create co-creation citizenship behaviors from the perspective of perception-attitude-behavior psychology.Through literature research,it is found that the existing dependent variable research is mostly conducted in transactional virtual communities such as virtual brand communities,and most of the research focuses on the use of brand communities to guide customers to participate in value co-creation and bring benefits to enterprises.Compared to content-led non-transactional virtual Community research on user value co-creation citizenship behavior is rare,this research reveals the mechanism of user value co-creation citizenship behavior in the new context of content-based virtual communities,and enriches relevant theories.The second is to build users The model of the relationship between benefit perception,community commitment and user value co-creation citizenship behavior,deepens the research results of the user value co-creation citizenship behavior occurrence mechanism.The third is to verify the mediating effect of community commitment in user benefit perception and value co-creation citizenship behavior.Enriched the research on commitment theory,and clarified that community commitment promotes user value creation and then enhances community competition important role in advantages.