Research On Customer Value Co-Creation Behavior In Virtual Brand Community

Computer and network technology booming gave birth to a large number of brand-themed virtual communities,business practice has proved that the virtual brand community has become an effective brand enacting and marketing communication tool.It is indispensable for the sustainable development of enterprises to strengthen brand loyalty and consolidate the brand equity by attaching importance to the knowledge system possessed by customers,satisfying the individuals' participating needs t,and incorporating customer behavior into enterprise value production.To understand customer value creation behavior,its performance,to grasp the motives behind the interests and demands of consumers,thus we can create suitable participation situation,guide and manage customer value co-creation behavior,so as to provide theoretical and practical guidance for both sides.This paper discusses the meaning and the characteristics of the virtual brand community,defines the customer value co-creation behaviors and types,discusses the demands and perceptions of customers' participation in the community,and impact of perceptions of various benefits on different behaviors.This paper also proposes a coherent analytical framework to help managers and researchers to understand value co-creation better,and to provide a reference for companies to guide their customers to co-create value correctly.From the academic point of view,with the theory of communicative ecology and S-O-R theory,this paper defines the dimension of each concept,divides the different manifestations of value creation,deduces the process of value creation from the subject and origin,and enriches the content of virtual brand community and customer value co-creation theory.From the economy point of view,enterprises can use virtual brand community to spread corporate culture and brand image,and guide consumers to participate in value creation activities,to achieve sales targets and brand purposes.Turn the potential consumers into the actual purchase users,and then convert them into a faithful crowd,and finally gather effective marketing advantages and competitive capitals.