Abstract
More and more enterprises organize co-creation activities in virtual brand community to allow customers to participate in new products or new service development process. Involved in those activities, customers obtain experience value, which can make them have sense of achievement. Does this co-creation experience promote the formation of loyalty, such as customer citizenship behaviors? Dowebsite characteristics influence the co-creation experience? The study examines the relationship between co-creation experience to citizenship behaviors and the impact of website characteristics as well as customer participation to co-creation experience. Based previous research, the study builds structural equation model and conducts empirical analysis. The results show that the affection-relevant clues of the site characteristics and customer participation have a positive impact on three dimensions of the experience, and the task-relevant clues have a positive influence on the hedonic experience and social experience. The two dimensions of co-creation experience have a significant positive impact on citizenship behaviors and have a mediating effect.
Highlights
Virtual brand community is a typical platform of value co-creation, and for customers to gain brand experience
Customers obtain experience value, which can make them have sense of achievement. Does this cocreation experience promote the formation of loyalty, such as customer citizenship behaviors? Dowebsite characteristics influence the co-creation experience? The study examines the relationship between co-creation experience to citizenship behaviors and the impact of website characteristics as well as customer participation to co-creation experience
The results show that the affection-relevant clues of the site characteristics and customer participation have a positive impact on three dimensions of the experience, and the task-relevant clues have a positive influence on the hedonic experience and social experience
Summary
Virtual brand community is a typical platform of value co-creation, and for customers to gain brand experience. Customer citizenship behavior is a kind of behavior that the customers voluntarily make benefits for the enterprise, which can provide useful enlightenment for the enterprise to manage the customer behavior in virtual brand community and develop the customer relationship. At present, this concept has not yet attracted enough attention in the field of virtual brand community research. In the context of virtual brand community, this paper discusses the Impact of website characteristics, customer participation and co-creation experience on citizenship behaviors
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