Does Interactive Behavior Certainly Create Value? The Effect of Customer Value Co-creation Interactive Behavior on Customer Value

Abstract

Virtual brand community is a typical platform of value co-creation,and interaction is a behavior trace of value co-creation. Customer is a kernel body of interaction. Then,in the virtual brand community context,which kind of behavior do customers carry out in the interactive process of value co-creation? What value does interactive behavior create for customers? Does interactive behavior certainly create value? Based on document research and previous research achievements,this paper argues that customer value co-creation interactive behavior is made up of four dimensions,namely help seeking,interpersonal interaction,feedback and advocacy,and customer value is composed of three dimensions,namely use value,recreational value and social value. By online questionnaire survey, this paper uses structural equation to verify the effect of the interactive behavior on customer value. It arrives at the results as follows:firstly,help seeking and feedback are both value co-creation and value co-destruction behavior because help seeking significantly has a positive impact on use value,but significantly has a negative impact on social value,and feedback has a positive impact on social value,but has a significantly negative impact on recreational value;secondly,interpersonal interaction and advocacy are both value co-creation behavior and do not lead to value co-destruction, because interpersonal interaction has significantly positive impacts on recreational value and social value,and advocacy has significantly positive impacts on the three dimensions of customer value.