Empirical study of consumer participation motivation in value cocreation within cultural and creative virtual brand communities

Abstract

PurposeThis paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities.Design/methodology/approachThrough an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination theory, and six theoretical models are proposed for the impacts of participation motivation on the different levels of value cocreation behavior. Our research hypotheses are validated by conducting a regression analysis based on the 277 valid responses collected.FindingsRanked from highest to lowest by the degree of impact, the motivational factors that have significant positive impacts on browsing behavior are altruistic motivation, information motivation, social motivation, and hedonic motivation. The motivational factors that have significant positive impacts on member interaction behavior are achievement motivation, hedonic motivation, social motivation, and brand identity, while the motivational factors that have significant positive impacts on content creation behavior are achievement motivation, altruistic motivation, information motivation, and social motivation.Originality/valueThis current paper enriches the research on the consumer’s value cocreation behavior in virtual brand communities and provides constructive relevant platform manager’s suggestions for increasing user participation.

Value co-creation for developing cultural and creative virtual brand communities

“…, 2020a). This study focused on the user value co-creation behavior of developing CCVBCs, which is spontaneous and can interact freely with the content that users are interested in (Chen et al. , 2021).…”

“…Other scholars have discussed the results and influence of value co-creation behavior (Sanz-Blas et al, 2019). In addition, some scholars have paid attention to the motivation of users' participation in value co-creation (Touni et al, 2020;Chen et al, 2021). Notably, most studies have focused on the brand communities created by brand enterprises themselves or the communities established by brand enthusiasts.…”

“…Because previous research conclusions have been limited in explaining the value co-creation behavior of this type of virtual brand community, this study addresses this research context and discusses related research issues. Previous studies also have believed that the value co-creation in virtual brand community is reflected mainly in single behavioral dimensions, such as knowledge contribution or sharing and member interaction, but there are differences in the types and degrees of user value co-creation in developing CCVBCs (Chen et al, 2021). Meanwhile, although relevant studies have covered the formation mechanism of value co-creation in virtual brand communities, previous studies have not paid enough attention to how the characteristics of the community affect the relevant benefit perception of community users or promote different value co-creation behaviors in CCVBCs.…”

Kustom Kulture Event Marketing as a Brand Community Creativity

“…This creative class encourages and has an impact on economic growth, so the government develops a creative brand strategy to attract investors' interest in the creative world by increasing creative-based creatives. Creativity development helps people as consumers and producers to reflect, identify and pursue their creative goals in a cultural context [14].…”

Los consumidores y la co-creación de valor: el caso de una comunidad de marca virtual

“…En la actualidad, las comunidades de marca virtuales se han convertido en un recurso fundamental para acercar a las empresas con los consumidores (Chen et al, 2021). De este modo, las empresas pueden recibir comentarios oportunos de los clientes sobre los bienes y servicios que tienen disponibles en el mercado, así como acoger sus consejos y aportes tendientes al diseño de nuevas creaciones (Zhao et al, 2019).…”