Research on the driving factors of customer participation in service innovation in a virtual brand community

With the development of the service sector and network communication technology, customers are involved in business activities through virtual communities and demonstrating the ability to create personalized products or services with companies. This paper systematically studied the driving factors of customer participation in service innovation. Based on related literature research achievements and a better development of virtual brand communities in China-XiaoMi community, this paper empirically analyzed the different factors. The results showed that self-efficacy and trust have a significant positive impact on knowledge sharing and co-production, while the perceived risk and helpfulness have a significant positive impact on knowledge sharing. Finally, effective strategies and recommendations are proposed on how companies encourage and manage customers to effectively participate in service innovation of virtual brand communities based on the conclusions of analysis.