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This study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET).

The proposed conceptual framework was developed from a comprehensive review of the related literature. This study tested and validated the proposed framework using partial least square structural equation model based on the data collected through a survey.

First, perceived hedonic benefit was positively affected by content personalization, user interaction design and technological innovation. Perceived social benefit and perceived self-achievement benefit were positively affected by user interaction design and technological innovation. Second, user content creation behavior was affected by perceived social benefit and perceived self-achievement benefit; user browsing behavior was significantly affected only by perceived hedonic benefit, and interaction behavior was significantly affected by perceived hedonic benefit, perceived social benefit and perceived self-achievement benefit. Third, perceived social benefit and perceived self-achievement benefit partially mediated the relationship between user interaction design and interaction behavior. As for the influence of technological innovation on interaction behavior, however, and the influence of user interaction design and technological innovation on content creation behavior, both perceived social benefit and perceived self-achievement benefit had complete mediation.

This study found that the characteristics of developing CCVBCs affected perceived benefit in participating in the value co-creation process. The results contributed to the value creation research by enriching the understanding of user value co-creation in developing CCVBCs.