A Research On The Perception,attitudes And Behaviors Of Virtual Brand Community Members

In November 2014,Li Keqiang attended the First World Congress on Internet and pointed out that the Internet is a new tool for public entrepreneurship,innovation and peoples.According to the report released by China Internet Network Information Center Internet in July 23,2015,the number of Chinese Internet users has reached to 668 million,the Internet penetration rate is 48.8%.The network has become a part of people's live,work,leisure and entertainment.The large number of netizens created a huge demand for network,which also makes brand managers of all industries gear up into the new battleground of brand competition in the network.Under the Internet environment,the relationship between the brand and the consumer is different from the traditional experience and presents a new feature,which is a new topic to be faced by the brand managers in the Internet environment.Based on the virtual brand community as the research background,from the perspective of consumer psychology,the specific forms of community participation is discussed.We define publishing information and responding to requests as the contribution behavior of community members to and reading,searching information and understanding the information of others as the behavior of community members.Furthermore,we set up a relationship model involving virtual community perception(feeling of membership,influence and immersion),attitudes(brand commitment and community identification)and participation from the psychological perspective of "perception-attitude-behavior".This thesis selects the typical representative of the virtual brand community operation,Xiaomi community,and take its participants as the research objects.Through data analysis on the basis of the network questionnaire survey,we got conclusions as followed: 1.The three dimensions of virtual community awareness can all contribute to the community participation;2.Only the dimension of influence of virtual community perception can promote reading behavior,the effect of the other dimensions is not significant;3.Only the dimension of member feeling of virtual community perception can promote brand promise,the effect of the other dimensions is not significant;4.The dimension of membership and immersion of virtual community perception can promote community identity,the effect of influence to community identity is not significant;5.Both brand promise and community identity can promote contribution and reading behavior,and only the effect of brand promise to contribution behavior is not significant;6.Community identity can promote brand promise;7.In the impact of virtual community perception to community participation behavior,both brand promise and community identity play a part of the intermediary role.