Effects of co-creation user experience on user co-created value in virtual community

According to the service-dominant-logic idea and value co-creation theory, a model of the effect relationship among co-creation user experience, user co-created value and behavioral intention was established; empirical research of structural equation model was carried out. Meanwhile, the method of hierarchical regression analysis was adopted to analyze the mediated effect of user co-created value on the relationship between co-creation user experience and behavioral intention. The results show that the co-creation user experience has significantly positive impact on user co-created value; both of the pragmatic value and hedonic value have significantly positive impact on behavioral intention, and the effect of hedonic value is more significant; the user co-created value partially mediates the relationship between co-creation user experience and behavioral intention.