Abstract: This paper took the customer in virtual brand community as the research object and studied the relationship between customer participation in two types of value co-creation and brand experience used the method of structural equation modeling. The study found that: customer participation in sponsored value co-creation had significant effects on sensory experience, think experience and behavior experience and customer participation in autonomous value co-creation had significant effects on sensory experience, affective experience, thinking experience, behavior experience and related experience, Which showed that customer participation in value co-creation is the effective path of improving customers’ brand experience under the environment of virtual brand community.