| Summary: | Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprises need to rely on multiple parties to participate in value co-creation to integrate and build game brand value and gain advantages in the industry competition. Based on Perceived Value theory and Value Co-creation theory, this paper constructs a theoretical model of online game users’ Value Co-creation Behavior, analyzes the mediating role of Brand Relationship Quality between Perceived Value and Value Co-creation Behavior, and the moderating role of Game Literacy. The study found that Self Fulfillment and Social-emotional Development had significant effects on Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. In contrast, Character Experience and Recreational Release significantly affected Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. Brand Relationship Quality mediates between Perceived Value and Value Co-creation Behavior; Game Literacy mediates between Perceived Value and Value Co-creation Behavior. The moderating effect of Game Literacy in the relationship between Perceived Value and Value Co-creation Behavior is not significant. The above study results have important reference significance for the development of online games.
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