With the popularization and development of the internet, people’s shopping, travel and other lifestyles have undergone tremendous changes. At the same time, the mode of maintaining customer relationship and creating enterprise and customer value has also changed. More and more enterprises transfer the channel of maintaining customer relationship and value creation from offline to online through virtual brand community, which not only breaks the limi-tation of time and space, but also provides better service for customers and improves customer loyalty. It is of great significance to realize value creation between enterprises and customers. Virtual brand community can not only help enterprises better understand the needs of customers, but also guide customers to participate in community interaction and better realize value creation. However, due to the virtuality and uncertainty of the Internet, the possibility of enterprises failing online services is greatly increased. If enterpris-es can’t take timely remedial measures to alleviate customers’ complaints and dissatisfaction, the negative emotions of customers will spread faster, have stronger targeting, and have wider impact. Therefore, the community will be reduced by influencing the customer interaction in the virtual brand commu-nity, thereby affecting the value sharing between enterprises and customers. Therefore, based on the regulatory focus theory, the impact of online service recovery on customer interaction behavior in virtual brand community is of great significance to realize value creation between enterprises and customers.
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