The effects of customer involvement on customer co-created value in non-trading virtual community

The research attempts to measure the effects of customer involvement on customer co-created value in non-trading virtual community. The dimensions of customer co-created value were proposed by literature research and qualitative research of focus group interview, including two dimensions of pragmatic value and hedonic value. 485 effective questionnaries were collected, and empirical study of structural equation model was applied to analyze the relations between customer involvement, customer co-created value and behavioral intention. The results show that customer involvement has significantly positive effect on pragmatic value and hedonic value; pragmatic value and hedonic value all have significantly positive effect on word-of-mouth and repeated use intention. Considering the relations between customer involvement, customer co-created value and behavioral intention, the research suggests that paying attention to customer involvement may help customers gain their value and spur customer loyalty intention in non-trading virtual community.