The Research On The Impact Of Consumer Motivation Involved In Virtual Brand Community For Innovation Behavior

In the information age, the importance of the network has become increasingly prominent in economic development and enterprise management, and internet marketing has become an important means of corporate marketing. As the same time, the popularity of the network, also led to a change of consumers’ consumption patterns, there are more and more consumers preferring to get information, share consumption experiences from the forums and online community, and even purchase online. So by building virtual community to maintain the relationship between the consumers and the enterprise has become the focus of attention of many enterprises. From the participative motivation of consumer in virtual community, this paper research the impact of participative motivation on innovative behavior, and introducing the mediating variable---Community identity, researching the relationship among participative motivation,community identity, and innovative behavior by empirical research.Based on the existing research results, the article build the impact model of consumer participative motivation on innovative behavior, based on community identity. Analyzed the direct impact among participative motivation, community identity, and innovative behavior, and the mediating role of Community identity in the influencing between participative motivation and innovative behavior. The article chose the mature community——Apple community as our survey, collecting the research data needed through the community forums, the micro-channel public numbers, and the official micro-blog, then, doing the empirical research by SPSS19.0 and Amos21.0,testing the reliability and validity of the questionnaire data, and finally, studying the direct impact and the mediating impact through correlation analysis and multiple regression analysis.In the study, the participative motivation is be divided into four dimensions:Information motivation, Tools motivation, Entertainment motivation, and Social motivation. The innovative behavior is be divided into two dimensions:Information sharing and Cooperation consumption. The mediating variable---Community identity is be divided into three dimensions:Community ownership, Brand identity, and Community trust. Through the empirical research, it get the following conclusions:(1) For the direct impact of the participative motivation on innovative behavior:Information motivation,Tools motivation, and Social motivation have a positive impact on Information sharing; Information motivation and Tools motivation have a positive impact on Cooperation consumption. (2) For the mediating role of Community identity in the influencing between participative motivation and innovative behavior:Community ownership and Brand identity act as an intermediary in the influencing between participative motivation and Information Sharing, and the influencing between participative motivation and Cooperation consumption; Community trust act as an intermediary in the influencing between participative motivation and Cooperation consumption.Based on the perspective of community identity, the study discusses the impact of consumer motivation involved in virtual brand communities for its innovative behavior, which has a certain theoretical and practical significance. There has a certain reference for enterprises to build virtual brand community, increase consumers’enthusiasm to participating in virtual brand community, and promoting consumers’innovation, in order to driving virtual brand communities’innovation.