Research on Customers' Value Co-creation Behavior in Virtual Brand Community

Abstract

Abstract:

Business practice has proved that the virtual brand community (such as Xiaomi and Haier Community) has become an important scene for enterprises to create and promote the brand. Therefore, understanding the motivation and customers' benefits can promote better business value creation. This paper defines the response behavior and citizen behavior, using the S-O-R theory to build the theory model, combined with the research, to test hypotheses using valid data. The results show that response behavior is positively influenced by consumption function, social achievement and hedonism, and citizen behavior is positively influenced by social achievement and hedonism. Among them, the consumption function interest has a significant impact on customer response behavior, but not significant on citizen behavior; social achievement has a significant impact on citizen behavior.

Key words: virtual brand community, value co-creation, S-O-R theory

Tang Fangcheng, Jiang Yitong. Research on Customers' Value Co-creation Behavior in Virtual Brand Community[J]. , 2018, 30(12): 131-141.

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