Variable

Items

Customer participation

(Yi & Gong, 2013)

CP1 I often launch topics in the community related to brand or products

CP2 I am actively involved in community-organized activities

CP3 I often post in the community and get someone else to respond

CP4 I often communicate or build relationships with other members

Website characteristics:

task-relevant clues

(Parboteeah et al., 2009)

IFT1 The information on the website is useful

IFT2 The information on the website fully meet my information needs

IFT3 The information on the website is almost always what I need to solve problems

Website characteristics:

affection-relevant clues

(Parboteeah et al., 2009)

PVA1 The website is visually pleasing

PVA2 The website has a pleasing visual design

PVA3 The website is visually appealing

Co-creation experience:

hedonic experience

(Verleye, 2015; Zhang et al., 2015)

HE1 I am happy and relaxed in the process of participating in community activities

HE2 The process of participating in the activities of the community is interesting and makes me happy

HE3 I got a lot of excitement and satisfaction from participating in community activities

HE4 The problem being solved and the creative ideas generating make me enjoy

Co-creation experience:

cognitive experience

(Verleye, 2015; Zhang et al., 2015)

CE1 In the process of participating in the activities, I improved the skills

CE2 Co-creation activities give me professional knowledge on products

CE3 I play a role in the process of co-creation activities

CE4 participating in activities make me keep up with new ideas

CE5 participating in activities stimulate my thoughts

Co-creation experience:

social experience

(Verleye, 2015; Zhang et al., 2015)

SE1 Participating in community activities expands my social network

SE2 Participating in community activities strengthens my close ties with the community

SE3 Participating in activities enhances my sense of belonging to the community

Customer citizenship behavior

(Groth, 2005)

CB1 I will help others search for the brand's product information

CB2 I will explain to others how to use the products or services properly

CB3 I often recommend products of the brand to colleagues or family

CB4 I will coordinate the brand company with survey

CB5 I will make suggestions for improvement to the brand community