Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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The Impact of the Atmosphere in Virtual Brand Communities of Chinese Companies on Consumer Value Co-Creation Behavior: From the Perspective of Planned Behavior Theory

중국 기업의 가상 브랜드 커뮤니티 분위기가 소비자 가치공동 창출 행위에 미치는 영향: 계획행동이론 관점에서

  • Wenxin Wang (School of Economics and Management, Hebei University of Architecture) ;
  • Moon-Hong Kim (Department of Railroad Management, Woosong University)
  • 왕문흠 (허베이 건축공정대학 경제관리학과) ;
  • 김문홍 (우송대학교 철도경영학과)
  • Received : 2023.11.30
  • Accepted : 2023.12.22
  • Published : 2023.12.31
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Abstract

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

Keywords

Acknowledgement

이 논문은 2023년 우송대학교 교내연구비 지원으로 수행되었음

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