Mechanism Analysis about how Information Seeking Strategies Affect Value Co-creation in Virtual Brand Community

DOI

10.2991/emcm-15.2016.5How to use a DOI?

Keywords

Virtual brand community; Information seeking strategy; Sense of virtual community; Value co-creation; Personal innovativeness

Abstract

Value co-creation(VC) is gradually becoming a hot research topic because of its commercial significance. In order to study the happening mechanism of value co-creation behaviors(VCBs), this paper presents a mechanism path from information seeking strategies(ISSs) to VCBs in virtual brand community on the basis of literature review. This paper identifies sense of virtual community (SOVC) as an intermediate variable, defines four types of ISSs as a front variable of SOVC, and introducts personal innovativeness(PI) as a regulating variable.And our analysis show that different ISSs will significantly affect the level of SOVC, SOVC will significantly influence VCBs,and this process also will be affected by PI. This article provides a groundbreaking breakthrough point for the research about happening mechanism of VC.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yihua Mao
AU  - Zhongyang Xu
AU  - Jingping Li
PY  - 2016/02
DA  - 2016/02
TI  - Mechanism Analysis about how Information Seeking Strategies Affect Value Co-creation in Virtual Brand Community
BT  - Proceedings of the International Conference on Electronics, Mechanics, Culture and Medicine
PB  - Atlantis Press
SP  - 21
EP  - 25
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcm-15.2016.5
DO  - 10.2991/emcm-15.2016.5
ID  - Mao2016/02
ER  -