Research On Customer Value Co-creation Behavior Transformation Based On Virtual Brand Community

Virtual brand community is a typical platform for enterprises and customers,customers and customers to co-create value.In this platform,the customers not only perform customer participation behavior which is necessary to value co-creation,such as customers interacting with other members in the virtual brand community,getting brand information through the virtual brand community,participating in various activities organized by the enterprises,but also perform customer citizenship behavior which is not necessary to value co-creation,such as positive reputation,improving product constructive feedback,sharing product experience and helping other customers.In the future,how to make full use of customer resources and capacity has become the key point of enterprises' competition and success,companies want customers participate in the value co-creation of virtual brand community,at the same time perform more customer citizenship behavior to help enterprises to reduce marketing costs,promote the development of new markets,reduce the service of employees to pay,improve product quality and operational efficiency.In order to help the enterprises achieve this goal,it is necessary to find out how the customer participation behavior transform into the customer citizenship behavior,and what are the intermediate factors involved?First of all,this paper analyzes and summarizes the relevant literatures of the field of value co-creation,and finds out that the scholars have studied the customer participation behavior or the customer citizenship behavior separately,including the concepts,the dimensions,the predecessor variables,and the outcome variables.There is less research on the transformation between these two types of behavior.In view of this,this paper puts forward the research question,systematically studies the mechanism of customer participation behavior transform to customer citizen behavior based on virtual brand community.Secondly,according to the research question,this paper has conducted the theoretical analysis.Based on the analysis of the result variables of customer participation behavior and the causal variables of customer citizenship behavior,combined with the previous research results,treat “behavior-cognition-emotion – behavior” as the main line,regard “customer participation behavior,customer experience value,customer satisfaction,customer commitment,customer citizen behavior” as variables to build the research model,and put forward the research hypothesis.Finally,this paper uses the valid data to carry on the empirical analysis.The results show that: customer participation behavior has a significant positive impact on customer citizenship behavior and customer experience value,customer experience value has a significant positive impact on customer satisfaction and customer commitment,and also has mediating effect of customer participation behavior on customer satisfaction and customer commitment,the customer satisfaction has a significant positive impact on the customer commitment and also has mediating effect in the relationship between the customer experience value and the customer commitment,the customer commitment have a significant positive impact on the customer citizenship behavior and also has mediating effect in the relationship between customer experience value and customer citizenship behavior.Therefore,the customer participation behavior can transform to the customer citizen behavior directly,but also can transform to the customer citizen behavior through the customer experience value,and the relationship quality indirectly.The research of this paper has some innovations and significance,mainly in the following three aspects:First,this paper expanded the research situation by conducting the research on the transformation of the customer value co-creation behavior based on the virtual brand community,and.Second,this paper enriches the research content by integrating the customer experience value into the customer value creation behavior transformation research.Third,this paper has some enlightenment on how enterprises can make better use of virtual brand communities to co-create value with customers.