Study On The Influence Of Value Co-creation Behavior On Brand Well-being In Virtual Brand Community

With the rapid development of the Internet and mobile Internet era,the flow-dividend of the public domain platform gradually disappears.The competition in various industries is rapidly intensified,the growth of enterprise users is difficult,and the customer price of the traffic platform is also rising.All of these lead to the continuous rise of the customer cost of the enterprise from the public domain platform,and the enterprise transformation and breaking is imminent.With the rise of the concept of private domain in recent years,many enterprises begin to turn their attention to private domain.At present,building enterprise brand virtual community has become an important way to build private domain traffic.However,in the current situation of enterprise building virtual brand community,enterprises are limited to selling products in the community,keen on improving the direct benefit transformation of customers,which leads to the high proportion of silent members and the unsustainable development of community operation.In virtual brand community enterprises,how to operate customers and to build a sustainable development of the community platform have become an important problem facing enterprises.Focusing on the core value in the customers to create a main body,customers mainly in the scene for what value to create a behavior in the virtual brand community.How to make customers fall in love with brand,will continue to pay for the brand,to interact with customers to achieve long-term development of the enterprise brand,these remain unsolved problems.Based on the theory of cognitive consistency,SOR theory,symbiosis theory,by introducing self-concept consistency as a mediating variable and interaction frequency as a moderating variable,a model of the relationship between value co-creation behavior and brand well-being in virtual brand communities was proposed and verified in this thesis.The empirical research shows that the value co-creation behavior of customers has a significant positive impact on the self-concept consistency and brand happiness of customers.This indicates that when customers participate in value co-creation,their self-concept consistency will be significantly improved,and their sense of identity with the brand will be stronger.Among them,the reaction behavior of value co-creation and the citizen behavior of value co-creation both positively affect the self-concept consistency.Both reaction behavior and civic behavior of value co-creation positively affect brand-based life satisfaction,brand-based self-actualization,and brand-based social contribution.Meanwhile,self-concept consistency plays a mediating role between value co-creation behavior and brand happiness.In addition,interaction frequency plays a moderating role in value co-creation behavior and self-concept consistency.Based on the above research conclusion,we comment several useful hints for enterprises to enhance consumer brand in the virtual brand community.Firstly,by stimulating customer feedback opinion and product optimization suggestions,the enterprise could put forward to guide customers to participate in the create value.Feedback and constantly optimize to interact with customers could enhance brand service experience.Secondly,by improving the frequency of interaction between corporate brand and customers,it could strengthen the corporate brand perception.Finally,it suggests that enterprises attach importance to the important role of consumer brand happiness construction.