Research on the Co-creation Mechanism of Online Brand Community Value from the Perspective of Social Network
——the Mediating Role of Consumer Engagement
Abstract：Under the background of the development of Internet and social media，value creation is no longer accomplished by enterprises alone，but based on the full participation of customers，even determined by the needs of customers. In this paper， the Social Network Theory and the concept of customer engagement are introduced into the study of online brand community，and research the influencing factors of customer value co- creation in online brand community by AHP. The results show that：in online brand community，the social interaction，trust and reciprocity principle and self- conceptual consistency of social capital all have positive effects on the community value；the value of community has positive effects on customer behavior of value cocreation；and customer engagement plays the mediate role of community value in customer behavior of value co- creation. The authors believe that，in the phase of cooperative marketing the online brand community has narrowed the gap between enterprises and customers，customers and customers，and has greatly released group wisdom，which has become the important carrier for the pattern of value creation，the pattern of innovative marketing，and the expansion of profit sources. The enterprises should，first， start from four dimensions of social network，give full play to the role of core members，pay more attention to their suggestions in terms of social group construction，brand popularization，and product design；second，they should promote the realization of social group communication，and strengthen the connection among members；third，they should stimulate the criterion of mutual trust and benefit within the social groups，and guarantee the quality of information；and fourth，they should foster the common spiritual culture of social groups，and make all the social group members to become the firm participants and constructors.
Key words：value co-creation；social network；social capital；consumer engagement；online brand community
doi：10.14089/j.cnki.cn11-3664/f.2019.09.011引用格式：吴波，李东进，张初兵.消费者回收行为研究述评与展望[J].中国流通经济，2019（9）：114-126.