The Influencing Factors Of Virtual Brand Community Sports Brand Assets From The Perspective Of Value Co-creation

In recent years,with the development of mobile Internet,the impact of esports games industry has gradually entered the public vision,esports industry re-feeding its cornerstone,the game industry,which resulted in the game market in our country developing along with it.The game market,represented by popular games such as King of Glory,League of Legends,Original God,Ark of Tomorrow,Fifth Personality and Peace Elite,has also entered the era of a hundred flowers blooming,with various types and genres of games constantly produced.As the mobile gaming market matures,the competition between game companies is not only about the simple competition for user traffic,but also about player retention.Therefore,as a platform for value co-creation,the game virtual brand community has also attracted the attention of enterprise brands and other stakeholders,and become increasingly prosperous and improved.It has become a weapon for game enterprises to continuously attract new game players,maintain their own game players and improve their own unique competitiveness.However,with the growing and diversified demands of game players,the fragmented time use behavior of mobile game players,and the limited use of mobile terminal screens,the game virtual brand community began to encounter major challenges in the construction process.What factors influence the value co-creation of players and users in a virtual brand community?What is the impact of player value co-creation in virtual brand community on brand equity? How to build and maintain the game virtual brand community,how to guide the game players and enterprises to create value together to improve the brand equity of enterprises these problems need to be studied and solved.Firstly,this paper reviews the relevant literature and reviews the theories of virtual brand community,customer value co-creation behavior,brand equity and so on.Based on the theory of social cognition and combined with the characteristics of game and virtual brand community,a model of customer value co-creation is proposed.This model is used to explain how individual player users and community environment factors in game virtual brand community act on customer value co-creation behavior,and then through customer value co-creation behavior finally have an impact on brand equity.In this study,questionnaire survey was adopted to conduct quantitative analysis of the model,including reliability and validity test,structural equation modeling,mediation effect,and to test the hypothesis of the relationship between variables.Through the empirical analysis,the main conclusions are as follows: the factors that affect the behavior of customer value co-creation in game virtual brand community include individual factors and community factors,among which altruism and selfefficacy of individual factors have significant positive effects on the behavior of customer value co-creation;The community atmosphere and community incentive of virtual brand community factors have significant positive influence on customer value co-creation behavior,and the influence of individual factors on customer value cocreation behavior is greater than that of virtual brand community factors.Customer value co-creation behavior positively influences brand equity;Altruism,self-efficacy and community motivation have significant mediating effect on brand equity indirectly through customer value co-creation behavior.There is no significant mediating effect between community atmosphere and brand equity.According to the research results,this paper puts forward a series of concrete suggestions.