Research On Enterprise Information Behavior’s Affect On The Brand Relationship Quality Base On The Network Community

Brand is the cornerstone of enterprise development permanently, is thepowerful weaponto keep the customer’s loyalty. In the customer as the center underthe guidance of modern marketing concept, enterprise to maintain and improve therelationship between the customer and brand has become the important part of theenterprise brand strategy. Enterprise are trying to create unique personalized brand,in the process, the enterprise product advantage as the manufacturing technology hasbecome increasingly homogeneous, no longer is the core of the brand construction,enterprises pay more attention to maintain and improve the relationship between thecustomer and brand, and thus affect the customer brand loyalty to the enterprise.Therefore, the enterprise how to make use of existing resources, mining potentialresources to improving the quality of the relationship between the customer andbrand, will no doubt become the enterprise needs to solve the problem. The birth anddevelopment of WEB2.0technology under the network environment completelysubvert the traditional concept of people’s thinking, life style, behavior habit, etc.And network community is WEB2.0technology at the core of the product, is also asocial form of virtualization in the network world. People through the network tocreate virtual community relationships, not only can find, real life outside of thepartner can also be faster access to more need of all kinds of information resources,the characteristics of the network virtual community at the same time and makecommunity members can discuss the content of the richer and more real. Therefore,the network community has become the most popular network application. Networkcommunity has changed the traditional information dissemination under thedirection of a single environmental abuses in the network within the community,community members can be either the publisher of information, it can be therecipients of information, at the same time, community members can also commenton the information, processing, forwarding and other operations. This feature ofnetwork communities for enterprises to enhance the quality of the relationshipbetween customers and brands to create a new meeting point.In this context, the paper reviewed,carding,summarized and analyzed the network community, information behavior, brand relationship quality and otherrelevant theories and literature firstly, clarified theoretical context between theenterprise information behavior,find out ideas and methods of research to improverelationships quality between customer and brand; secondly, to build threedimensions framework of enterprise information behavior based on networkcommunity-and explains the behavior of different latitudes enterprise informationcontent; again, this paper enterprise information behavior, customer psychologyresponse, the customer brand relationship quality and behavioral responses to fourlevels of enterprise information behavior base on network community and brandrelationship quality components and build enterprise information extraction behavioron brand relationship quality affect the theoretical model. Finally, the samplecollection and collation of data, and data analysis and empirical test resultspresented Marketing Implications and strategy recommendations. In researchmethods, this article uses secondary data analysis, comparative analysis, logicalreasoning, speculative induction and deduction, qualitative research andquantitative analysis methods, focus on the use of advanced theoretical methods,but also give full consideration the enterprise information behavior practicedevelopment trend based on network community, focusing on theory and practice,closely integrated, comprehensive verification of quantitative and qualitative,normative and empirical integrated approach, in order to ensure the integrity of theentire research process, systematic and scientific.Based on the above research ideas, this study based on network communities,enterprise information behavior, customer psychology response, the customerbehavioral responses and the brand relationship quality related research, enterpriseinformation practices, customer psychology response, customer behavior responseand brand relationship quality organically into to a framework to construct theenterprise information behavior on the effects of brand relationship qualityfour-level conceptual model, in-depth analysis of the role of the relationshipbetween the various elements, through the standard empirical analysis verified theconceptual model of the relationship between the assumptions made, and theassumption discussing the results of this study revealed the theoretical value andpractical guidance on the management of meaning. This thesis includes thefollowing sections:Firstly, analysied of this study relevant theories and research literature. Firstly, the concept of network community, characteristics and types of three parts literaturereview and summarize, and from the knowledge sharing, information exchange andthe conduct of members of the three aspects of the network community tosummarize the behavior of the enterprise information into the dimension explain themeaning of each dimension of the foundation; Secondly, the concept of informationbehavior, the behavior of motivation and information on the general type ofinformation related to the behavior of the sort and summarize the literature,enterprise information behavior is a special form of information act, so theinformation behavior research combing acts as general characteristics of enterpriseinformation provides a theoretical basis; Finally, the concept of brand relationshipquality, composition and influencing factors of three parts of the brand relationshipquality has combed the literature and summarized in, for the division of brandrelationship quality dimensions and intermediate variables selected to provide atheoretical basis.Secondly, build a three-dimensional degree of enterprise information behaviorframework based on network. Firstly, this study made a defining relevant concepts,including network communities, corporate information and customer behavior. Inthe present study limits the scope of network communities in the enterprise itself orwith third parties in building network communities, while the members of thenetwork community that is in this study customer; Secondly, the enterpriseinformation behavior based on network support the theory, including disseminationof information theory, theory of consumer behavior and relationship marketingtheory, to build enterprise information act to provide theoretical support; once again,summarized the enterprise information behavior driven factors basedon network,including technology-driven network communities, information disseminationfeature-driven and customer information needs to drive the three parts; Finally, anenterprise information framework for the behavior of three dimensions based onnetwok community, and a detailed explanation of the information release behavior,behavioral information, and information answering probing behavior connotations.For the subsequent impact on the quality of the brand relationship researchfoundation.Thirdly, build the enterprise information behavior impact on the quality of thebrand relationship and propose a conceptual model of the hypothesized relationshipsbetween the various elements. Drawing on existing theory and literature, based on the behavior of the enterprise information into information dissemination behavior,information behavior and information probing behavior answering three dimensions,the customer psychology into customer perception and response to customerexperience two dimensions, the customer behavioral responses to customerparticipation and customer word of mouth is divided into two dimensions, the brandrelationship quality is divided into brand satisfaction, brand trust and brand promisethree dimensions. In the analysis of the study variables and dimensions connotationdivided on the basis of the relationship between the variables proposed conceptualmodel. In the theoretical analysis, based on the proposed model hypothesizedrelationships between variables, pending verification.Fourthly, Carried out the standardized empirical research. Variables relatedresearch in each dimension, based on the development process in accordance withstandardized scales, developed for this study, measurement scales, and through datacollection and with testing, using descriptive statistical analysis, exploratory factoranalysis and confirmatory factor analysis finalize with a certain degree of reliabilityand validity studies scale for subsequent data analysis and recommendations tool.On this basis, in accordance with previously established business relationshipinformation practices impact on the quality of the brand concept of structuralequation models were modeled using the sample data and structural equation modelanalysis and hypothesis testing, the results show there are30relationships weresupported, there are seven did not pass inspection. And hypothesis test results arediscussed.Fifthly, Proposed the marketing inspiration and strategic advice. After verifyingthe enterprise information behavior on brand relationship quality based on networkaffect the structural model, the first summarize the results of the study to bring thecompany’s marketing revelation, including the network of community enterpriseinformation platform to provide quality behavioral practices, community customersin the enterprise information behavior plays an important role in practice, enterpriseinformation behavior conducive to enhance the brand relationship quality.Meanwhile, China’s enterprises at this stage for the current application of onlinecommunities, the appropriate policy recommendations put forward, including thecreation and use of active online communities, rational planning and practicalinformation behavior, and strive to maintain and develop the brand relationship. Thisresearch brings the company’s marketing revelation, can cause corporate information on the behavior of the network environment to build community’s attention, theproposed policy recommendations can be targeted in practice allows companies toeffectively utilize network communities to enhance the brand relationship quality.