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

Longshan Chen (Business School, Central South University, Changsha, China)
Leping Yuan (Business School, Central South University, Changsha, China)
Zhangxiang Zhu (College of Tourism, Hunan Normal University, Changsha, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 31 December 2020

Issue publication date: 30 June 2021

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Abstract

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.

Keywords

Acknowledgements

We would like to thank the Editor-in-Chief Ian Phau and the two anonymous reviewers for their honest, helpful, and constructive comments. This work was funded by grants from the Humanity and Social Science Youth Foundation of Ministry of Education of China [Grant No. 18YJC630275]; the Hunan Provincial Natural Science Foundation of China [Grant No. 2018JJ3357]; and supported by the Project of Hunan Social Science Achievement Appraisal Committee [Grant No. XSP18YBC372].

Citation

Chen, L., Yuan, L. and Zhu, Z. (2021), "Empirical study of consumer participation motivation in value cocreation within cultural and creative virtual brand communities", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 7, pp. 1630-1647. https://doi.org/10.1108/APJML-05-2020-0363

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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