Research on the Effect of Customer-to-Customer Interaction of Virtual Brand Community on Customer Participation in Value Co-creation by Taking Experiential Value as Mediating Variable
Abstract Base on the layered experience model, the customer experience value is divided into function experience value, emotion experience value and social experience value. This research takes customer experience value as the intermediary variable to explore the impact of customer-to-customer interaction on customer participation in the value co-creation. Using structural equation model, 374 questionnaire data from the virtual brand community members were analyzed. The results show that product interaction has positive impact on the value of three kinds of experiences; interpersonal interaction has positive impact on emotional experience value and social experience value, while emotional experience value and social experience value have positive impacts on customer participation in value co-creation; experience value mediates customer-to-customer interaction and customer participation in value co-creation.
2016, Vol. 13 
