The Action Mechanism of Multiple Social Network Embeddedness on Value Co-creation of Virtual Brand Community

（1.School of Management，Jiangsu University，Zhenjiang 212013，Jiangsu，China；2.College of Management，Wuxi Institute of Technology，Wuxi 214121，Jiangsu，China）

Abstract：The popularity of Internet technology has led to the evolution of virtual brand community into an important place for value co-creation；but not all enterprises can obtain greater benefits by building virtual community. In view of this ，by taking social network embeddedness as the independent variable ，virtual brand community value co-creation as the dependent variable， self- determination as the intermediary variable ，and community support as the regulating variable，the author constructs the theoretical framework of the action mechanism of social network embeddedness on virtual brand community value co-creation， and uses SEM model to test the action relation among social network embeddedness ，value co-creation，and self-determination. The results show that：social network embeddedness positively promotes the realization of virtue brand community value cocreation，and positively affects customers' sense of self- determination ；consumers’sense of self- determination has a positive effect on virtue brand community value co-creation，and it plays the intermediary role between social network embeddedness and virtue brand community value co- creation ；and community support has a significant positive moderating effect between members' sense of self- determination and virtue brand community value co- creation. To better promote enterprises ’operation performance，we should，first，strengthen top-level design，optimize resources distribution，and improve consumers’degree of social network embeddedness from such dimensions as structure ，cognition，culture，and relation；second，we should pay attention to consumers’identity，commitment，and sense of belonging，and improve their sense of self- determination ；and third，we should pay attention to consumers’characteristics，formulate regulations to stimulate them to actively participate community activities，create a good community support atmosphere，and enhance consumers’community support.

Key words：virtual brand community；social network embeddedness；self-determination；value cocreation；social commu⁃

nity support