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.

摘要： 以虚拟品牌社区顾客为研究对象，采用结构方程模型的方法，实证检验了顾客参与两种类型价值共创行为与品牌体验之间的关系。结果发现：顾客参与发起的价值共创对感官体验、思考体验和行为体验具有正向显著影响，顾客参与自发的价值共创对感官、情感、思考、行为和关联体验都具有显著正向影响。说明顾客参与价值共创是提升虚拟品牌社区顾客品牌体验的有效路径。