Research On The Influence Of Brand Co-creation Signal On Customer Value Co-creation Behavior In Virtual Brand Community

Traditional enterprises have ushered in new opportunities and challenges under the impetus of Internet technology,which has led to earth-shaking changes in the company’s operating model and value creation model.The business model of the new business is customer-centric,and encourages customers to participate in all aspects of the value chain to create value with the company.The popularity of the Internet has caused many offline marketing communication forms to lose their original role,but there are many possibilities for brand communication in virtual networks.Therefore,many companies have transformed or established virtual brand communities.The emergence and development of virtual brand community is the characteristics and trend of the current era development,creating great opportunities for enterprise transformation,and at the same time,making major changes in customer roles,has become an important platform for both companies to create value.At present,co-creation value has become the research frontier in the field of enterprise management.Scholars’ research on value co-creation is more about summing up its concepts and phenomena through examples.The richer research literature not only shows the research value of value co-creation,but also excavates the practical value of value co-creation.Throughout the literature research on value co-creation,it is not difficult to find that there is still more research space for the formation mechanism of customer value co-creation behavior in this field.Therefore,it is of great and necessary significance to perfect and supplement the research on the formation mechanism of customer participation in co-creation value.This paper focuses on the virtual brand community established by enterprises,takes the customers in the community as the research object,introduces social identity theory,and explores the impact of brand co-creation signal on customer value co-creation behavior and the mediating effect of community identity from the perspective of co-creation signal.In addition,the corresponding regulatory variables are proposed from two levels,namely,the network characteristics of the virtual brand community at the network level and the product intervention at the individual level.For the structure of the article,firstly,collect and analyze the existing literature,extract the research variables needed in this paper under the guidance of the mentor,and then build a research model based on the relationship between variables,that is,the impact of co-creation signals on customer co-creation behavior,and put forward corresponding hypotheses;secondly,take part in Huawei pollen club,millet community and other virtual brand communities.Members as the research object,through the issuance of electronic questionnaires to them to obtain the research data in this paper;Finally,the use of SPSS,AMOS and other data analysis software to collect data for statistical analysis,draw conclusions of this study.The empirical results show that:(1)brand co-creation signal has a significant positive impact on customer value co-creation behavior;(2)brand co-creation signal has a significant positive impact on customer’s community identity,and community identity also has a significant positive impact on their participation and initiation of value co-creation behavior;(3)community identity is between brand co-creation signal and customer value co-creation behavior.(4)Network characteristics of virtual brand community(network density,network scale,network location and relationship intensity)and product involvement will regulate the impact of brand co-creation signals on community identity.At the end of the article,this paper puts forward feasible suggestions combined with management practice.