Purpose

This 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/approach

Through 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.

Findings

Ranked 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/value

This 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.

中文翻译：

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文创虚拟品牌社区价值共创中消费者参与动机的实证研究

目的

本文旨在研究消费者参与价值共创的动机及其对文化创意虚拟品牌社区内价值共创行为的影响。

设计/方法/方法

通过对短视频用户心理需求的深入分析，基于自我决定理论对用户参与价值共创的动机进行了分类，并针对参与动机对不同价值共创的影响提出了六种理论模型。价值共创行为的水平。我们的研究假设通过基于收集到的 277 个有效响应进行回归分析得到验证。

发现

按影响程度从高到低排序，对浏览行为有显着正向影响的动机因素依次为利他动机、信息动机、社会动机和享乐动机。对成员互动行为有显着正向影响的激励因素有成就动机、享乐动机、社会动机和品牌认同，而对内容创作行为有显着正向影响的动机因素有成就动机、利他动机、信息动机和品牌认同。社会动机。

原创性/价值

本文丰富了对虚拟品牌社区中消费者价值共创行为的研究，并为相关平台管理者提高用户参与度提供了建设性的建议。