Research On The Development Of The Virtual Brand Community Culture Scale

With the coming of WEB2.0 era,the traditional e-commerce has gradually changed to the social business,which brings new paths and resources for the competition between enterprises.As a representative product of social commerce,the virtual brand community has been greatly developed.However,how to further enhance the competitiveness of the virtual brand community in the fierce market competition,and create a virtual brand community culture is particularly important.Building a good virtual brand community culture can improve customer stickiness and loyalty,and promote their competitiveness.Therefore,this study will develop a virtual brand community culture scale,in order to provide an effective basis for the construction of virtual brand community culture.Firstly,this paper reviews the results of virtual brand community and virtual brand community culture,and discusses the main theory of scale development.Secondly,the thesis has designed originally the questionnaires relied upon appealing to many a documents,putting out the ended questionnaire,organizing depth interview and lots of experts' demonstrations.The initial questionnaire was pre tested,and the scale was revised by item analysis,reliability analysis and exploratory factor analysis.Revised measurement scale to form a virtual brand community formal scale.The revised scale was formally tested,and reliability analysis,confirmatory factor analysis and two order confirmatory factor analysis were used to test whether the scale had the desired effect.Finally,the results show that: the virtual brand community culture scale,which consists of four dimensions: management culture,spiritual culture,material culture and service culture has good reliability and validity,and is an ideal measurement model.It is suggested that the virtual brand community should be built around these four aspects.