Abstract

-The creation of online brand communities has become crucial in the current digital era. This study investigates the impact of the characteristics of virtual brand communities on customers’ intentions for value co-creation, focusing on the mediating role of self-determination. Drawing from a sample of 502 responses to an online survey, the research explores key community features, such as system quality, information quality, virtual interaction, rewards, and trust climate. The findings reveal that reward mechanisms most significantly influence the intention to co-create, followed by trust climate, information quality, virtual interaction, and system quality. The study also highlights the importance of creating a trustworthy and engaging environment that fosters customer autonomy, competence, and relevance, thereby increasing participation in co-creation activities. Theoretical and practical implications suggest that virtual brand communities, for example, the Xiaomi brand community, should prioritize reward systems and trust-building initiatives to enhance user engagement. This research provides valuable insights into enhancing brand competitiveness by optimizing those features of virtual communities that encourage collaborative value creation.