The Influence Of Brand Community Network Relationship On Community Performance-Rescarch On Psychological Reaction Mechanism

With the continuous improvement of production methods and increasing the efficiency of production, market demand has shifted from oversupply in short supply. Enterprises in order to remain competitive, retain customers, improve customer loyalty, increasing emphasis on the use of the brand began to establish long-term and mutually beneficial relationship with customers. Brand community is an important platform for consumers as a group exists, is effective social communication networks between the consumer. Through the brand community, consumers that not associated with each other Link to together. Through mutual interaction between members of the brand community, consumers know the perception of others using the product, the brand’s evaluation and social status of users, it also allows consumers to understand their pursuit of brand use status, Use problems and solutions. Through these processes, consumer will produce a high loyalty to brands and brand community, willingness to contribute their ideas for the brand community, willing to help people that need help in the community, and for product satisfaction is high. Thus, the brand community has become a common focus of attention for consumers brand enterprises. There is a very profound practical and theoretical significance for the research of influence of marketing performance on the brand community.However, how a brand community affects customer satisfaction and loyalty to a product or brand, what is the inner psychological reactions of customer in the community. Brand community network relationships have what effect on consumer psychology, these psychological reactions play what role on the influence of brand community on brand loyalty.Based on the above thinking, this article will focus on the customer psychological reaction mechanism that influence of brand community network relationship on community performance. In this regard, in order to investigate the influence of the community psychological mechanisms. First, we sort out literature about the influence of the brand community. Secondly, we conducted theoretical analysis and actual interview survey for customer psychological reaction, found customers have consciousness of psychological ownership for brand community and have perception of psychological contract for members of the community, and the customer will stimulate intrinsic positive emotions in community activities. Finally, we construct a research model in this paper based on the previous analysis: network relationship-psychological reaction-community performance, describes the role of customer psychological reaction (psychological ownership, psychological contract and positive emotions) on the influence of brand community network relationship on community performance. Concrete conclusions are as follows:First, interactive relationship between brand community members (information and interpersonal interaction) have an impact on loyalty behavior and the psychological contract play the mediating role. Psychological contract between the brand community members are three dimensions:transactional, relational and ethical psychological contract. Psychological contract will affect the community loyalty, wherein the transactional psychological contract strongest impact on the community loyalty, then followed by the influence of relational psychological contract on loyalty, the psychological contract ethics community loyalty impact was not significant. Psychological contract between members of the community have an impact on the community loyalty, community loyalty has a positive effect on brand loyalty. Psychological contract plays an mediating role on the influence of interactive relationship on community Loyalty.Second, the Interactive Relationship between members of the community will have an impact on the post-purchase satisfaction through positive emotion. positive emotion play partly mediating role in the influence of information interaction on the post-purchase satisfaction and play completely mediating role in the influence of interpersonal interaction on the post-purchase satisfaction. Information valence will moderate the influence of the interaction between members of the community on post-purchase satisfaction, interpersonal interaction and information interaction will positive influence on positive emotion when information valence is positive or negative, however, when the information valence is positive, interpersonal interaction and information interaction have more influence on the positive emotion than information valence is negative.Third, community citizenship behavior can be classified as citizen behavior beneficial to brand community organizations and citizen behavior beneficial to brand community members, network relationship of community members can be classified as structure relationship and interaction relationship. Psychological ownership of community members have a positive impact on the citizen behavior beneficial to brand community organizations and citizen behavior beneficial to brand community members. psychological ownership will mediate the influence of structure relationship on the citizenship behavior of online brand community. Wherein the psychological ownership partly mediated the influence of interaction relationship on the citizen behavior beneficial to brand community organizations and citizen behavior beneficial to brand community members, partly mediated the influence of structure relationship on the citizen behavior beneficial to brand community organizations, completely mediated the influence of structure relationship on the citizen behavior beneficial to brand community members.