Empirical study of the effect of interaction on co-created value in virtual community

From the perspective of resource integration, this paper analyzed the effect relationship between interaction and virtual community co-created value. Under the background of virtual community, this paper defined virtual community co-created value with the help of literatures and proposed the dimensions of virtual community co-created value coupled with qualitative research of focus group interview, including three dimensions of pragmatic value, hedonic value and customer equity. Meanwhile, this paper confirmed the relationship between interaction, resource integration, co-created value and customer loyalty with an empirical study of structural equation models. The results show that, with the help of resource integration, interaction between customer and service personnel as well as interaction between customer and customer can improve the achievement of pragmatic value, hedonic value and customer equity. Pragmatic value, hedonic value and customer equity have significant positive effect on customer loyalty.