Proceedings of the International Conference on Electronics, Mechanics, Culture and Medicine

Mechanism Analysis about how Information Seeking Strategies Affect Value Co-creation in Virtual Brand Community

Authors
Yihua Mao, Zhongyang Xu, Jingping Li
Corresponding Author
Yihua Mao
Available Online February 2016.
DOI
https://doi.org/10.2991/emcm-15.2016.5How to use a DOI?
Keywords
Virtual brand community; Information seeking strategy; Sense of virtual community; Value co-creation; Personal innovativeness
Abstract
Value co-creation(VC) is gradually becoming a hot research topic because of its commercial significance. In order to study the happening mechanism of value co-creation behaviors(VCBs), this paper presents a mechanism path from information seeking strategies(ISSs) to VCBs in virtual brand community on the basis of literature review. This paper identifies sense of virtual community (SOVC) as an intermediate variable, defines four types of ISSs as a front variable of SOVC, and introducts personal innovativeness(PI) as a regulating variable.And our analysis show that different ISSs will significantly affect the level of SOVC, SOVC will significantly influence VCBs,and this process also will be affected by PI. This article provides a groundbreaking breakthrough point for the research about happening mechanism of VC.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Electronics, Mechanics, Culture and Medicine
Part of series
Advances in Computer Science Research
Publication Date
February 2016
ISBN
978-94-6252-163-6
ISSN
2352-538X
DOI
https://doi.org/10.2991/emcm-15.2016.5How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yihua Mao
AU  - Zhongyang Xu
AU  - Jingping Li
PY  - 2016/02
DA  - 2016/02
TI  - Mechanism Analysis about how Information Seeking Strategies Affect Value Co-creation in Virtual Brand Community
BT  - International Conference on Electronics, Mechanics, Culture and Medicine
PB  - Atlantis Press
SP  - 21
EP  - 25
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcm-15.2016.5
DO  - https://doi.org/10.2991/emcm-15.2016.5
ID  - Mao2016/02
ER  -