A Study on the Mechanism of User Co-Creation on LEGO Brand Loyalty: The Moderating Role of Mind-Flow Experience and the Mediating Role of Community Affiliation

Yongqiang Wang; Julin Zou; Huilu Hou

doi:10.62177/apemr.v2i2.245

Authors

Yongqiang Wang Dongshin University
Julin Zou Dongshin University
Huilu Hou Gyeongsang National University

DOI:

https://doi.org/10.62177/apemr.v2i2.245

Keywords:

User Value Co-Creation, Heart Flow Experience, Brand Community Belonging, Brand Loyalty, Consumer Psychology

Abstract

Taking LEGO brand as a case study, this study constructs a chain model of “user value co-creation→community belonging→brand loyalty” based on the value co-creation theory, the mind-flow theory and the brand community theory, and explores the moderating role of the mind-flow experience in it. We collected questionnaire data from LEGO's core user group (N=310), and used structural equation modeling (SEM) and Bootstrap method to conduct empirical tests. The study found that: value co-creation significantly and positively affects brand loyalty, indicating that users' participation in product design, content generation and other co-creation behaviors directly strengthens brand identity and repeat purchase intention; community belongingness plays a partially mediating role, revealing that users' sense of belonging to LEGO's fan community is strengthened through co-creation behaviors, which is then transformed into brand loyalty; mind-flow experience has a significant effect on the above paths; heart-flow experience has a significant effect on the above paths. The co-creation behavior of the users' community of LEGO fans enhances their sense of belonging to the community, which is then transformed into brand loyalty. This study is the first to integrate the multi-stage mechanism of “behavior-emotion-loyalty” in a physical product scene, verifying the gain effect of mind-flow experience on value co-creation, and expanding the boundaries of the application of the theory of consumer engagement. In practice, companies such as LEGO are suggested to systematically enhance user loyalty through step-by-step task design (to stimulate heart flow), community belonging cultivation (e.g., offline fan festivals), and open co-creation platforms (e.g., LEGO Ideas). This study provides a theoretical basis and operational framework for user operations of high-engagement brands.

Downloads

Download data is not yet available.

References

Vargo, S. L., & Lusch, R. F. (2004).‌ Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036 DOI: https://doi.org/10.1509/jmkg.68.1.1.24036

Schneider, P.A. (2005), "The Future of Competition: Co‐Creating Unique Value with Customers", Journal of Product & Brand Management, Vol. 14 No. 5, pp. 348-348. https://doi.org/10.1108/10610420510616386 DOI: https://doi.org/10.1108/10610420510616386

Jia,X.M. (2024) Research on the Impact of Value Co-creation Practice on Brand Loyalty Based on Live E-commerce Platforms. Shenyang University of Technology. DOI:10.27322/d.cnki.gsgyu.2024.000253.

XU,J.N.(2023). Research on the Influencing Factors of Value Co-creation Intention of E-commerce Live Broadcast Users from the Perspective of Flow Experience. Anhui University .DOI:10.26917/d.cnki.ganhu.2023.000160.

Guo,S, Yang, H, Cao,N. Study on the Influence of User Flow Experience on Value Co-creation in Virtual Tourist Community. Journal of Liaoning University（Philosophy and Social Sciences）,2024,52(01):74-87.DOI:10.16197/j.cnki.lnupse.2024.01.010.

Muniz A.M.,0'Guinn T.C. Brand community. Jounal of Consumer Research,2001.27:412-432. DOI: https://doi.org/10.1086/319618

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34. DOI: https://doi.org/10.1509/jmkg.69.3.19.66363

Xu,M.M.(2012). A Study on the Impact of Virtual Brand Community Belonging on Consumer Brand Loyalty. Central South University.

Zhou, J.L..(2020). Research on the Impact of Value Co-Creation in Tourism Virtual Brand Community on Brand Preference-Mediation Effect od Customer Experience. Suzhou University,DOI:10.27351/d.cnki.gszhu.2020.001985.

Wu,S.，Ling, Y.H. and Wang, L.（2011）. The Relationship Among the Interaction，Trust and Participation Willingness in a Virtual Brand Community. JOURNAL OF INTELLIGENCE 30.10(2011):100-105. doi:CNKI:SUN:QBZZ.0.2011-10-019.

Yan, M.M.(2024) “Research on the Impact of Short Video User Value Co-creation Behavior on Tourism Destination Brand Loyalty”. Northwest University for Nationalities, DOI:10.27408/d.cnki.gxmzc.2024.000332.

Xu, C.C..(2023). “Research on the Influence Mechanism of Commuting Experience Improvement on Vigor:The Mediating Effect of Flow Experience”.Suzhou University,DOI:10.27351/d.cnki.gszhu.2023.003056.

Prahalad, C. K., & Ramaswamy, V.(2004)‌ “The future of competition: Co-creating unique value with customers”. Harvard Business Press. DOI: https://doi.org/10.1108/10878570410699249

Csikszentmihalyi, M. (1990). “‌Flow: The psychology of optimal experience”. Harper & Row.

McAlexander, J. H., Schouten, J. W., & Koenig, H. F.(2002) “‌Building brand community”. Journal of Marketing, 66(1), 38-54. DOI: https://doi.org/10.1509/jmkg.66.1.38.18451