Research On The Influence Of Brand Co-creation On Brand Relationship Quality In Virtual Brand Community

With the popularity of mobile Internet,online shopping has become an indispensable part of every household's life.Compared with offline physical stores,e-commerce platforms can provide consumers with more products or services.Due to the lack of understanding of the products or services of the enterprise by consumers themselves,they will become helpless when faced with so many choices,which will increase the risk of consumers' purchase.On the other hand,due to the improvement of technology level,the number of enterprises that can provide the same or similar products and services increases gradually,and the competition among enterprises also intensifies correspondingly.How to establish a good relationship between consumers and brands has become a common problem faced by all enterprises.Therefore,the emergence of virtual brand community has become the hub of the relationship between consumers and brands,playing a constructive role in solving the problems faced by consumers and enterprises.At present,most of the researches on the virtual brand community by domestic and foreign scholars start from the perspective of the influence of the community itself on consumer behavior and discuss its internal transmission mechanism.Among them,the community itself mainly refers to its functions,such as information function,social function,entertainment function,etc.And consumer behavior mainly refers to the purchase intention,brand co-creation behavior,customer citizenship behavior and so on.The research of these scholars explains the relationship between the community itself and consumer behavior to some extent,and provides some specific Suggestions on how to mobilize the enthusiasm of consumers to participate in community activities.Although consumers enter the virtual brand community every day,but only a small number of consumers can stay in the community for a long time.Therefore,the more critical issue for the virtual brand community is how to make consumers stick to it so that they can voluntarily stay in the community for a long time to contribute to the brand co-creation activities.Based on the above social background and the analysis of domestic and foreign scholars' research status,this paper will study the virtual brand community from the perspective of consumer behavior to consumer attitude.Among them,consumer behavior mainly refers to participating in brand co-creation activities initiated byenterprises and customers;Consumer attitude refers to the relationship between consumers and brands.In the process of exploring the relationship between the two,this paper takes the psychological variable of customer perceived value as an intermediary variable,so as to construct a trunk model from consumer behavior to attitude.In addition,this paper also tries to introduce the situation of virtual brand community with brand reputation as a regulating variable.Through to the sorting of related literature,this study puts forward the assumption that the relationship between all the variables in the model,and through the way of a questionnaire to collect data and through statistical tests and found the following conclusions:(1)the brand to create impact on customer perceived value is(2)was influenced by customer perceived value on brand relationship quality(3)customer perceived value in the brand intermediary role between create and brand relationship quality(4)brand reputation is to adjust the relationship between customer perceived value and brand relationship quality.Finally,according to the conclusion,this paper gives some enlightenment to enterprises and consumers respectively.