| With the continuous development of the society,people’s life style and the way of obtaining information have changed a lot,which also brings about changes in demand.Facing the needs of customers changing at any time,enterprises also need to spend more time,energy and money to capture customer dynamics.In this context,virtual brand community,as a brand community with online social attributes,has received more and more attention by enterprises,which is regarded as an important channel to communicate with customers,follow up the dynamics of consumer demand and obtain suggestions for subsequent product improvement.However,in the actual operation of establishing and running the virtual brand community,enterprises only regard it as a brand marketing tool,but ignore the value co-creation function of the virtual brand community,which leads to the low enthusiasm of the existing customer groups to participate in the value co-creation,and the emergence of a large number of "diving customers".Therefore,this paper studies the characteristics of virtual brand community and provides theoretical support for customer value co-creation to better operate virtual brand community.This paper divides virtual brand community characteristics into product information characteristics,interpersonal interaction and platform technology characteristics,customer stickiness and customer behavior,customer participation and customer civic behavior,and social exchange theory and self-determination theory as the basis of the model construction in this paper.On this basis,this paper takes the virtual brand community as the research situation,takes the community users as the research object,studies the driving factors of customer value co-creation behavior,and uses the questionnaire survey to obtain the research data,and then verifies the research hypothesis through statistical analysis and empirical test.The results show that:(1)product information characteristics,interpersonal interaction characteristics and platform technology characteristics have positive effects on the two dimensions of customer value co-creation behavior,Among them,product information characteristics,interpersonal interaction characteristics and platform technology characteristics have equal influence on customer participation behavior,The biggest influence on customers’ civic behavior is the interpersonal interaction characteristics;(2)Product information characteristics and interpersonal interaction characteristics all positively affect customers’ psychological stickiness and customer behavior stickiness,While the technical characteristics of the platform have a positive influence on the customer behavior stickiness,The positive promotion effect of customer psychological stickiness has not been verified;(3)The two dimensions of customer stickiness,psychological stickiness and behavioral stickiness,both positively promote the generation of customer value co-creation behavior,And customer behavior engagement has the greatest influence on customer engagement behavior,And customer psychological stickiness has the greatest influence on customers’ civic behavior;(4)Customer behavior stickiness plays a significant intermediary role in the influence of the two dimensions of product information characteristics,interpersonal interaction characteristics and platform technology characteristics on customer value co-creation behavior;Customer psychological stickiness plays a significant intermediary role in the influence of product information characteristics and interpersonal interaction characteristics on customer participation behavior and customer citizen behavior,The intermediary role of the platform technology characteristics in the customer value co-creation behavior is not significant.The important role of customers in value creation has been valued by scholars and enterprises.They not only study the customer value creation behavior from the theoretical level,but also some enterprises have incorporated customers into the value creation system through the establishment of virtual brand community.Therefore,this paper is based on the virtual brand community research situation,the customer stickiness as a intermediary variable,the virtual brand community characteristics on customer behavior,and customer value create behavior drivers,and the research conclusion not only improve the related variable research system,and from the enterprise level for community construction and operation to provide practical advice,help the community to better development. |
