Research On The Influence Of Virtual Brand Community Atmosphere On Value Co-creation

The value of consumers has been widely concerned by the business community,and its importance in value creation has also been recognized by the industry and academia.In the context of "Internet +",the virtual brand community as an important way for consumers and businesses to link,has become the basic platform for the value of the enterprise.At present,enterprises have had initial results in the application of virtual brand community,but many companies still do not really realize the role of virtual brand community,and use it as a platform for virtual use.Of course,some companies want to use the virtual brand community to seize Opportunity,but it is not clear how to play its value.Through the research,this paper finds that the creation of atmosphere is the basis for members to stay in the organization and create value for the organization.The virtual brand community is more free as a virtual organization than the real organization,so create a community member willing to stay and generate value.The atmosphere is even more important.Therefore this paper conducts research on the impact of virtual brand community atmosphere on value creation.Through the creation of a relatively comprehensive virtual brand community atmosphere,it is important to explore which virtual community atmosphere is important for value co-creation and in this virtual brand community.What is the value created by companies and customers in an atmosphere?The article based on the social identity theory,S-O-R model,this paper constructs a theoretical model of the influence of virtual brand community atmosphere on value creation.The members of the virtual brand community were selected as the research objects,and 464 valid questionnaires were collected through the online questionnaire.The theoretical model of this paper was verified by SPSS 22.0 and AMOS 23.0 statistical analysis software,and it finds that:Firstly,The value of the free atmosphere positive influence Co-creation and spontaneous value creation;Secondly,sharing atmosphere positively impacts the value creation and spontaneous value creation initiated;Thirdly.support the positive impact of the positive impact of value creation and spontaneous value creation;Fourthly,reward atmosphere positive Influencing the value creation and spontaneous value creation initiated by the initiative;Fifthly,The innovation atmosphere positively influences the value creation and spontaneous value creation initiated by the innovation;Sixthly,The control atmosphere positively influences the value creation and spontaneous value creation initiated by the positive influence;Seventhly,Brand community identity plays a part in mediating the virtual brand community atmosphere and value creation;Eighth,landing frequency and posting/reposting rate play a positive role in the virtual brand community atmosphere and brand community identity.On this basis,the theoretical contribution and management inspiration of this paper,as well as research limitations and future prospects are given.