Research on the Behavior Mechanism of User Brand Value Co-creation in the Short Video Community Context
With the rapid development of mobile Internet technology and virtual economy,virtual brand community has become an important social scene for enterprises and third-party platforms to gather information related to brand products and brand lovers to build brand assets,conduct value co-creation and promote brand products.Based on the perspective of social exchange theory,a model of the influence of virtual brand community characteristics of short video platform and the influence of revenue from user participation in community activities on its brand value co-creation behavior was constructed.Data was collected by issuing questionnaires,and the structural equation model was constructed by SPSS and AMOS to conduct verification and analysis.The results show that user brand value co-creation is significantly positively affected by economic income and social benefits,among which economic income is the key driving factor,and content quality,incentive mechanism,social interaction and brand awareness all have positive effects on users'perceived revenue.Therefore,enterprises should create brand hot spots,optimize the content quality,improve the incentive mechanism,expand the brand community entry channels,and tap the potential customers,so as to encourage users to voluntarily and actively participate in the enterprise or brand value co-creation activities.
virtual brand communitybrand value co-creationsocial exchange theory
NETL
NSTL
万方数据
