The Effect Of Communitas Experience Of Members In Xiaomi Community On Value Co-creation

The development of the Internet has changed the way people communicate with each other and also changed the operation strategy of enterprises.As an important platform for online communication and interaction of Internet users,social media platforms,such as"which social media platform can better give me high-quality experience or solve my problems" and "how to get the experience and feedback of using products from customers in the first time",have increasingly become the primary concerns of customers and enterprises.Service-oriented logic holds that in a complex economic system,participants jointly create value through resource integration and service exchange.With the deepening of the academic research on value co-creation,many well-known brands pay more and more attention to the role of user experience quality in value co-creation,and have established their own brand exclusive communities for users to communicate with each other.Community operation and value creation not only need the support and maintenance of enterprises,but also need the active participation of community users.However,in the process of operation and management of brand community,there are still many customers who are not active,not interested,and not enthusiastic response.In the face of increasingly fierce competition among brands,how to better play the role and value of customers has become the focus of enterprises.Therefore,this paper takes Xiaomi community as the research object to explore the influence mechanism of user experience quality on the co-creation of Xiaomi brand value.Based on service-oriented logic,this paper introduces the theory of communitas in anthropology to explore whether communitas experience contributes to the creation of customer-enterprise value co-creation,highlighting the role of creative self-efficacy and customer engagement.First,on the basis of reading and sorting out a large number of literature in the field of value co-creation,combined with the basic situation of millet community,the main variables of the research are proposed,and then the theoretical model and research hypothesis of millet community value co-creation behavior are proposed.Secondly,300 valid questionnaires were collected through online formal investigation to test the research hypothesis.Finally,the management enlightenment is summarized according to the data results to help the development of Xiaomi community.The study results show that:(1)Communitas experience of Xiaomi community members can promote value co-creation;(2)The creative self-efficacy of community members and customer engagement played a mediating role in the influence of Communitas experience on value co-creation;(3)Customer expertise moderates the positive effect of community users’ creative self-efficacy on value co-creation.That is,if users feel the communitas experience when using Xiaomi community,the benign interaction among community members will be enhanced,and the confidence of community users in their own creative ability and willingness to share will be enhanced,so as to enhance their participation and fit degree in the community.This study enriches the theoretical basis of value co-creation and also provides positive practical enlightenment for the operation and management of Xiaomi community.