The Influence Of Virtual Brand Community Characteristics On Customer Participation Value Co-creation

In recent years,the rapid development of network technology has brought about tremendous changes in people’s lives.With the information age from Web2.0 to Web3.0,brand marketing has gained new development opportunities and faces enormous challenges.Due to its cross-regional and inter-temporal characteristics,the virtual brand community has become an important platform for companies to create value with customers and provide more brand communication opportunities for customers.Nowadays,more and more companies have realized the powerful marketing function and commercial value of the virtual brand community,and started to create,operate and manage the virtual brand community.However,China’s marketing of virtual brand communities is still in its infancy,and it is urgent to explore a sound virtual brand community operation strategy.Therefore,from the perspective of value creation,this paper explored the impact of virtual brand community characteristics on customer participation value creation with customer self-determination as a mediator.This paper provides a new perspective for the study of the operation and development of virtual brand communities,and has important guiding significance for promoting enterprises to better operate virtual brand communities,create more value,and enhance core competitiveness.Under the guidance of the theory of“Stimulus-Organism-Response",social identity theory,brand community theory,self-determination theory,etc.,this paper constructed a research model of the influence of virtual brand community characteristics on customer participation value co-creation.The virtual brand community features were divided into five dimensions:interface quality,community integration,incentive mechanism,reciprocity norm and trust atmosphere.Through the structural equation model analysis and the Bootstrap method mediation effect test,it is found that these five dimensions will affect the customer’s self-determination(self-autonomy and self-relatedness),which in turn affects customer participation value co-creation.Finally,the following conclusions are drawn:The interface quality,incentive mechanism and reciprocity norms of the virtual brand community can significantly enhance the customer’s self-autonomy.Interface quality,community integration,incentive mechanism,reciprocity norm,trust atmosphere positively affect the customer’s self-relatedness.Customer’s self-autonomy and self-relatedness have a positive impact on customer participation value co-creation.Customer’s self-autonomy and self-relatedness have a significant mediating effect between virtual brand community characteristics and customer participation value co-creation.This research enriches the theoretical system of the virtual brand community,provides strategic guidance for promoting customer brand loyalty,and provides a new perspective for enterprise management innovation.