Research on the Effect of Sense of Virtual Community on Customer Participation in Value Co-creation——An Empirical Study in Virtual Brand Community

Abstract

Abstract:

The importance of customer participation in value co-creation of virtual brand community has been widely recognized, and in-depth studies on its drive have been conducted as well. However, the research on how virtual community sense impacts the value co-crea-tion of customer participation remains undone. Based on review and analysis of relevant literature, this paper designs tests on how sense of virtual community influences value co-creation of customer participation. Results from 477 questionnaires show membership, influence and immersion have positive effects on autonomous value co-creation, and membership has remarkable impact on sponsored value co-cre-ation. Moreover autonomous value co-creation has positive effects on sponsored value co-creation too. Furthermore autonomous value co-creation partially mediates effects of membership and influence on sponsored value co-creation. But it exerts full mediating effects of im-mersion and sponsored value co-creation.

Key words: sense of virtual community, value co-creation, customer participation

Peng Xiaodong, and Shin Kwangyong. Research on the Effect of Sense of Virtual Community on Customer Participation in Value Co-creation——An Empirical Study in Virtual Brand Community[J]. , 2016, 28(11): 106-115.

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