An Empirical Study Of Impact Of Virtual Brand Community Relations To Virtual Brand Community Value

The brand is an important intangible asset to enterprises.Good brand image and popularity can help enterprises attract consumers and enhance the enterprise competitiveness continuously.Therefore,many scholars have done extensive research on how to improve the brand value of enterprises.With the development of the Internet,the rapid development of electric business also attracted numerous enterprises' and consumers' attention.The annual consumption through online shopping is growing rapidly.The Internet has provided many new ways for enterprises to promote themselves and to attract consumers.The virtual brand community,based on the network,having a core of brand,is a link among consumer,product,brand and enterprise.Nowadays,people always say no fans no brand.How to build a good virtual brand community,and how to make good use of fan economy to expand the popularity of enterprises has become a problem faced by many enterprises.Since the virtual brand community is a link among consumer,product,brand and enterprise,what is the impact of the relationship among these four on the value of the virtual brand community?Based on the above considerations,the research began with virtual brand community relationship and mainly studied the influence of the virtual brand community relationship,virtual brand community participation and the virtual brand community value.This study summarized the previous related research on virtual brand community,starting from virtual community and brand community then it constructed the theoretical model of this study and explain influence mechanism of the model by the method of empirical research.The virtual brand community relationship includes four dimensions.They are relationship between costumer and product,relationship between costumer and brand,relationship between costumer and enterprise,relationship between costumer and other costumer.The virtual brand community participation and the virtual brand community value are single dimension variable.This study was made by the way of empirical research.Analyzing the data by SPSS and AMOS,the result showed that the relationships in the virtual brand community all had significant positive impact on virtual brand community value,and the virtual brand community participation had a partial mediating effect.According to the result,this paper put forward some suggestions on the maintenance of the virtual brand community and prospected the future research.Emphasizing on the relationships in the virtual brand community and discussing the influence mechanism of four relationship on the virtual brand community are the innovation points of this study.It also verified the mediating effect of the virtual brand community participation.