Research On The Influence Of Virtual Brand Community Characteristics On Customer Value Co-Creation Behavior

With the deepening of the research on relationship marketing theory and the gradual development of service dominant logic,enterprises and customers are no longer just the relationship between ordinary service providers and recipients.Customers can also participate in the manufacturing process of enterprises to achieve value co-creation.At the same time,with the improvement of customers’ self-consciousness,their needs have exceeded the functional level of brand products,and they have become more eager to express their true feelings in order to achieve self-worth.In this situation,enterprises have through the Internet to understand the various needs of customers,trying to establish a lasting and harmonious brand relationship with customers.As an important medium for interaction between customers and enterprises,virtual brand community has attracted the attention of enterprises and academia.It has gradually become the main tool for enterprises to establish and maintain high-level brand relationships with customers,and also provides an effective way for customers to participate in the brand value creation of enterprises.Virtual brand community is derived from the traditional brand community.It is a new type of customer relationship network gradually developed in the virtual economic environment.However,the characteristics of the virtual brand community should meet the needs of customers,and how to attract customers to participate in value co-creation and other issues still plague many enterprises.On the other hand,the existing research results are less involved in the influence mechanism of the characteristic attributes of virtual brand community on customer participation in enterprise value creation,and few studies have explored the effect of individual differences of customers on their co-creation behavior.Therefore,exploring how community characteristics affect customers’ co-creation behavior has become an urgent problem to be solved in current theoretical and practical research.Based on this,from the perspective of community characteristics,this study introduces brand relationship quality as an intermediary variable,explores the trigger mechanism of community characteristics on customer value co-creation behavior,and analyzes the influence of customer individual differences on brand relationship quality perception and value creation behavior,in order to provide a certain theory for enterprises to better build and manage communities.This paper summarizes the relevant literature at home and abroad,and combines S-O-R theory and social exchange theory to deeply explore the mechanism of virtual brand community characteristics-brand relationship quality-customer value co-creation behavior,and introduces self-efficacy as a community.The moderating variable between the two behaviors of brand relationship quality and customer value co-creation is expected to explain the effect of customer individual differences on two different types of value co-creation behaviors in the virtual brand community.On the basis of reading a lot of relevant literature at home and abroad,this paper constructs a research model of the influence of community characteristics on customer value co-creation,and puts forward 16 research hypotheses.Subsequently,questionnaires were distributed and collected online,and SPSS26.0 and AMOS26.0 were used to process and analyze the data to verify the research hypothesis.The results show that the information quality,system quality,virtual interaction and incentive mechanism in the characteristics of virtual brand community have a significant positive impact on brand relationship quality.Brand relationship quality has a significant positive impact on customer value creation participation behavior and citizenship behavior.The four characteristic dimensions of virtual brand community can not only directly affect the participation behavior and citizenship behavior of customer value creation,but also indirectly affect the two co-creation behaviors through the quality of brand relationship.Self-efficacy plays a positive moderating role between brand relationship quality and customer participation behavior,but does not play a moderating role between brand relationship quality and customer citizenship behavior.Finally,according to the research conclusions,this paper provides corresponding management suggestions for enterprises from three aspects : attaching importance to customer demands,optimizing the services provided by virtual brand communities,paying attention to the management of brand relationships,improving the enthusiasm of customers to participate in value creation,implementing differentiation strategies,and improving customers’ self-efficacy.