In the rapidly developing Internet era, virtual brand community has become a platform for value co-creation between enterprises and consumers, and the influence and appeal of opinion leaders in the virtual brand community have an impact on consumers’ willingness and behavior. This paper adopts an empirical research method to explore the influence of opinion leaders’ characteristics on customers’ willingness to participate in value co-creation. The study shows that opinion leader characteristics and brand identity in virtual brand communities have significant positive effects on customers’ willingness to participate in value co-creation; opinion leader characteristics have significant positive effects on brand identity; and brand identity plays a partly intermediary role in the influence of opinion leader characteristics on customers’ willingness to participate in value co-creation. Therefore, the role of opinion leaders in the virtual brand community is very critical, and this study has certain theoretical and practical significance for enterprises to manage the virtual brand community and study customer behavior.