Abstract:In order to explore the factors influencing the co-creation performance of users in the virtual brand community, a hypothesis model was constructed from both endogenous and exogenous perspectives. The regulating role of individual openness was considered in the model. This paper collected 2 130 data from the Threadless virtual community and conducted a multiple regression analysis. The results show that self-learning negatively affected co-creation performance, while social learning, identity recognition and benefit offering positively affected co-creation performance. In addition, the highly open individual trait played a reinforcing and regulating role in the process of self-learning and social learning's influence on co-creation performance. Finally, based on the research conclusions, the corresponding management enlightenment is put forward in the aspects of the effectiveness of users' ideas, interaction between users and ideas, and individual differences of users.