Value co-creation for developing cultural and creative virtual brand communities
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 24 November 2021
Issue publication date: 22 November 2022
Abstract
Purpose
This study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET).
Design/methodology/approach
The proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using partial least square structural equation model based on the data collected through a survey.
Findings
First, perceived hedonic benefit was positively affected by content personalization, user interaction design and technological innovation. Perceived social benefit and perceived self-achievement benefit were positively affected by user interaction design and technological innovation. Second, user content creation behavior was affected by perceived social benefit and perceived self-achievement benefit; user browsing behavior was significantly affected only by perceived hedonic benefit, and interaction behavior was significantly affected by perceived hedonic benefit, perceived social benefit and perceived self-achievement benefit. Third, perceived social benefit and perceived self-achievement benefit partially mediated the relationship between user interaction design and interaction behavior. As for the influence of technological innovation on interaction behavior, however, and the influence of user interaction design and technological innovation on content creation behavior, both perceived social benefit and perceived self-achievement benefit had complete mediation.
Originality/value
This study found that the characteristics of developing CCVBCs affected perceived benefit in participating in the value co-creation process. The results contributed to the value creation research by enriching the understanding of user value co-creation in developing CCVBCs.
Keywords
Acknowledgements
This work was funded by grants from the Major Program of the National Natural Science Foundation of China [Grant No. 72091313; 72091310]; and supported by the Humanity and Social Science Youth Foundation of Ministry of Education of China [Grant No. 18YJC630275].
Citation
Chen, L., Yuan, L. and Zhu, Z. (2022), "Value co-creation for developing cultural and creative virtual brand communities", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 10, pp. 2033-2051. https://doi.org/10.1108/APJML-04-2021-0253
Publisher
:Emerald Publishing Limited
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