Research On The Effects Of Community Question Answering User Participation To Brand Experience

With the development of the Internet, the Internet companies continue to optimize their products, making their products gradually into every field. With its high degree of homogeneity, virtual communities as offline social networks, has been an important project of the Internet companies. Meanwhile, Q class community segments as a virtual community, combined with the Q function and social function become a highly promising development. At present, the domestic concern a relatively high degree of Community Answers include "Baidu know", "Zhi Hu", "Love asked Knowledge," and so on, the more interest abroad Q class communities "Quora", "Yahoo Answer" and so on. Faced with numerous existing Q class community, user participation on is different, and different l evels of participation in the back, they obviously are not the same experience for the brand Q class communities. The accumulated experience of different brands of similar communities is bound to directly affect the virtual community is acceptance and frequency of use.By reading the literature found that study of virtual community, a large number of empirical studies have focused on the brand experience, brand loyalty for whether the user selects the virtual community, and with the virtual community t o maintain relations and other aspects of how long the study. However, by the background of the virtual community, scholars were lack of researching about the reasons of users’ brand experience.This research attempts to start from the user’s motivati on to participate, to explore its users to participate in virtual communities affect the way, and then examine the impact of these factors on the user’s brand experience. This study will be based on the previous model and social impact studies of social ps ychology to analyze the behavior of users to participate in virtual communities and user participation form, ultimately, various factors influence the brand experience. Finally, the results on user participation has a significant influence on Q class community brand experience; there are different motivations for different levels of participation involvement Behavior differences conclusions, based on the conclusions and recommendations put forward countermeasures.