Analysis on the QCA of User Value Co-creation Participation Willingness in the Virtual Brand Community

Pu Liu, Zerou Lv () and Zhenwang Zhang
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Pu Liu: Hebei University of Technology, School of Economics and Management
Zerou Lv: Hebei University of Technology, School of Economics and Management
Zhenwang Zhang: Hebei University of Technology, School of Economics and Management

A chapter in Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024), 2024, pp 670-682 from Springer

Abstract: Abstract Businesses are increasingly focused on creating value through user participation in virtual brand communities, emphasizing the need to understand factors influencing users’ willingness. Challenges like low participation intentions and interference with others’ engagement highlight the necessity for researching factors affecting user participation intentions. This study used social ecosystem theory to analyze 258 valid data sets and identify conditions for high/low intention towards participating in value creation. Key findings include: (1) Asymmetrical antecedents of high/low intentions; (2) Three high-intention patterns—motivation stimulation, vision-led, atmosphere shaping; (3) Two low-intention patterns-core loss, auxiliary loss. These findings enhance our understanding of how virtual brand communities impact users’ readiness for engaging in value creation activities while offering practical insights for businesses aiming at stimulating active involvement.

Keywords: Value Co-creation; Virtual Brand Community; Participation Willingness; fsQCA (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-542-3_77

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