Abstract: Enhancing interaction with users to promote knowledge co-creation has become an important path for enterprises to achieve product and service innovation. In order to clarify the mechanism of interaction between multiple levels of firm-user interaction and knowledge co-creation outcomes in virtual brand communities, data from several virtual brand communities users were collected through questionnaires and empirical analysis was conducted using structural equation modeling. The results show that shallow interaction positively affects perceived trust and information sharing, feedback suggestions, and joint solutions in deep interaction; Perceived trust plays a partially mediating role in the relationship between shallow interaction and information sharing and feedback suggestions; Both shallow and deep interaction have significant positive effects on knowledge co-creation outcomes; The relationship between information sharing, joint solution and knowledge co-creation results is positively regulated by the level of knowledge. The research results of this paper can help to improve the theoretical mechanism of enterprise-user interaction and knowledge co-creation, and provide reference for promoting enterprise-user multi-layer interaction and enhancing the effect of knowledge co-creation in virtual brand communities.

Key words: Virtual brand community, Enterprise-user interaction, Knowledge co-creation, Information sharing, Multi-level interaction