Research On The Influence Of Virtu Al Brand Community Experience On The Willingness Of Customer's Valu Ecreation

With the change of value creation in the context of mobile Internet,enterprises and customers to create value is the main way for jointly to enhance the brand value of enterprises.Virtual brand community as the platform for customers to participate in the enterprise new product development,testing or help others,plays an important role in promoting enterprise's brand image and brand value.It is beneficial to enhance the innovation ability of enterprises and maintain the relationship with customers.However,in reality,there are still many zombie members in the virtual brand community established by enterprises.And not all customers are willing to participate in the value creation activities of the enterprise.The refore,it is of great significance to explore the influencing factors that influence customers' participation in the value creation of enterprises.The emergence of experience marketing makes customers pay more attention to the perception of the soft environment of experience.Therefore,this paper starts with different experience components in the virtual brand community,With the difference of customer commitment as the intermediary,to explore how to inspire the willingness of creating value.This paper studies the following research ideas:(1)this paper puts forward the research question,the influence of virtual brand community experience on the co-creation of customer value based on the research background and significance;(2)collecting,collating relevant literates,reviewing the variables studied,combing the s-o-r theory and social exchange theory,and then reviewing and proposing the existing researches.Based on relevant theories,this paper constructs a model of virtual brand community experience,customer commitment and customer value co-creation,and then puts forward relevant research hypotheses.(3)carrying out the empirical analysis with means of questionnaire and interview.Then with taiyuan universities and network community members as investigation object to collect data.The questionnaire and spss22.0 software was used to collect data for statistical analysis,regression analysis,and the mediation effect of inspection;(4)the research results of this paper and relevant Suggestions are putted forward for enterprises to enhance brand value.Based on the empirical analysis,this study reaches the following conclusions:(1)virtual brand community information experience,entertainment experience and interactive experience are positively correlated with customer value creation.A mong them,the interactive experience has the greatest influence on customer value co-creation,and also reflects the importance of interaction to brand value promotion;(2)customer commitment positively affects customer value,and emotiona l commitment and computational commitment have a positive effect on customer value creation.Among them,the influence of affective commitment is greater than the computational commitment.So the enterprise should pay attention to the maintenance of customer's emotional relationship when building the community;(3)virtual brand community information experience,entertainment experience and inter active experience are positively promoting each dimension variable of customer commitment;(4)affective commitment and computational commitment play a role of intermediary between virtual brand community experience and customer value creation.