Empirical study of consumer participation motivation in value cocreation within cultural and creative virtual brand communities

Purpose This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities. Design/methodology/approach Through an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination theory, and six theoretical models are proposed for the impacts of participation motivation on the different levels of value cocreation behavior. Our research hypotheses are validated by conducting a regression analysis based on the 277 valid responses collected. Findings Ranked from highest to lowest by the degree of impact, the motivational factors that have significant positive impacts on browsing behavior are altruistic motivation, information motivation, social motivation, and hedonic motivation. The motivational factors that have significant positive impacts on member interaction behavior are achievement motivation, hedonic motivation, social motivation, and brand identity, while the motivational factors that have significant positive impacts on content creation behavior are achievement motivation, altruistic motivation, information motivation, and social motivation. Originality/value This current paper enriches the research on the consumer's value cocreation behavior in virtual brand communities and provides constructive relevant platform manager's suggestions for increasing user participation.