Nfluence Of Perceived Characteristics On Female Members’ Knowledge Sharng In Virtual Brand Communities

In its early years, the internet has promoted the socio-economic development and changed Chinese ideology. Virtual brand community is currently experiencing a period of significant growth. As an important communication platform for enterprises and consumers, virtual brand community has a positive effect on brand spreading, consumer knowledge sharing behavior and product or service innovation. Knowledge is recognized as the most important resource for enhancing or sustaining competition advantage, deserving special attention in a theoretical and a managerial perspective. Meanwhile, with the continuous improvement of women’s social status and spending power, and as the important role in the area of consumption and cyberspace, women’s presence in virtual brand communities are constantly appearing.The purpose of this paper is to find the causes affecting female members’knowledge sharing behavior and how to convert knowledge owners into knowledge providers. Knowledge owners will not provide their knowledge to others easily without any reason. Therefore, community managers must realize the causes affecting members’ knowledge sharing behavior and take steps to boost the level of knowledge sharing.256effective questionnaires come out after investigation of virtual cosmetics community’s female members and the hypotheses are examined by structural equation model. The data are analyzed through employing the statistical tool SPSS17.0and AMOS17.0. The analysis data result verified the construction of this paper. The results are as follows:(1) Community integration, interface quality, and norm of reciprocity have significant correlation with female members’emotional trust. The influence of community integration and norm of reciprocity on female members’ emotional trust is more remarkable than interface quality’s.(2) Community integration, interface quality, and norm of reciprocity have significant correlation with female members’cognitive trust. The influence of interface quality on female members’emotional trust is most remarkable.(3) Emotional and cognitive trust has a positive impact upon female members’knowledge sharing behavior are varied. The influence of cognitive trust on female members’emotional trust is more remarkable than Emotional trust’s.(4) The ways that perceived characteristics can translate to female members’ knowledge sharing behavior are varied. Emotional and cognitive trust both play full mediating roles from community integration and interface quality to knowledge sharing behavior, while have partial mediations between norm of reciprocity and knowledge sharing behavior.(5) Different demographic characteristics of the female members in virtual brand community have distinct differences in sense of community integration, interface quality, and norm of reciprocity, trust and knowledge sharing behavior.