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

DOI

10.2991/978-94-6463-542-3_77How to use a DOI?

Keywords

Value Co-creation; Virtual Brand Community; Participation Willingness; fsQCA

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pu Liu
AU  - Zerou Lv
AU  - Zhenwang Zhang
PY  - 2024
DA  - 2024/10/15
TI  - Analysis on the QCA of User Value Co-creation Participation Willingness in the Virtual Brand Community
BT  - Proceedings of the 2024 2nd International Conference on Management Innovation and Economy Development (MIED 2024)
PB  - Atlantis Press
SP  - 670
EP  - 682
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-542-3_77
DO  - 10.2991/978-94-6463-542-3_77
ID  - Liu2024
ER  -