Research On The Value Co-creation Behavior Of Hotel Brand Virtual Community Based On Customer Perspective

The Internet has penetrated into all fields of society in the 21 st century,and the customer-centered market ecology has become more and more obvious.Business practice shows that the hotel brand virtual community is conducive to strengthening the relationship between the company and the customer,and is also the key to enhance the corporate image and expand the marketing effect.Based on this situation,the brand virtual community explores the customer value co-creation behavior and its influenced factors,grasps the customer value demand,and finally findings help the hotel brand managers create a suitable atmosphere for customers to participate in the environment,guide and manage customer value co-creation behavior,and then enhance the commercial value of the brand.This paper which integrates Psychology,Organizational Behavioral Science and Marketing is to study the influenced factors of customer value co-creation behavior in brand virtual community.This paper has the following main purposes:(?)By reading the relevant literature about brand virtual community,customer perceived value and value co-creation behavior to understand and grasp the development status of the scale to lay a theoretical foundation for the follow-up dimensions.(?)From the media platform,what are the characteristics of the brand virtual community?And how they affect the perceived value of customers in the virtual community?(?)How do customers perceive value in the community act on their value co-creation behavior,and which factors are responsible for their different behaviors?By establishing a model of brand virtual community value co-creation behavior,this paper studies the relationship among the environmental characteristics of brand virtual community,customer perceived value and customer value co-creation behavior,and puts forward relevant marketing suggestions to the brand side of holiday hotels according to the conclusions.In this paper,the main research method of this paper is quantitative research,supplemented by netthnography and literature research method.Therefore,the following conclusions can be drawn:(?)According to factor analysis,the characteristics of brand virtual community environment are divided into three characteristics:website service quality,member interaction and reward activity.In the brand virtual community environment,customer perceived value is divided into three dimensions:utilitarian value,hedonic value and image value.Customer value co-creation behavior is divided into:customer participation behavior and customer citizenship behavior.(?)According to the results of the model and path test,the three dimensions of the environmental characteristics of the brand virtual community,including service quality,member interaction and reward activities,have a positive impact on the customer's utilitarian value and hedonic value perception.And the member interaction has a positive impact on the customer's image value perception.Customers' participation in community value creation is positively influenced by utilitarian value,hedonic value and image value.Customer citizenship behavior is mainly influenced by hedonic value and image value.(?)According to the environmental characteristics of the brand virtual community,we can know the path that influences the customer value co-creation and participation behavior.Web service quality,member interaction and reward activities all have indirect effects on value creation participation behavior,among which reward activities are the most significant indirect effects.In addition,member interaction and reward activities have indirect effects on value creation participation behavior,among which member interaction has the most significant indirect effect.According to the conclusion,the author takes some marketing suggestions for the virtual community.Firstly,hotel brand should pay attention to the content marketing of the community and attract customers to participate in the value creation behavior by using graphic,text,sound and visual content.Secondly,focusing on interactive marketing with customers,focusing on the core customers and active customers'social life form,brand relationship value can be moderately"embedded in the relationship" and innovate a virtuous circle of ecological relationship.Finally,the hotel brand should focus on shaping brand personality,inject brand value and increase audience participation.