An Empirical Study Of Relationship Between Virtual Community Knowledge Sharing And Brand Attitude

The height of the development of the Internet changed the way of information transmission,but it can't meet the needs of the people at now.The virtual community was emerged,and become the main medium of communication.Virtual community broke restrictions of the time and place,and the information capacity is large and spread fast.Its members can share their own pictures or video at any time or place.They also can search the information they need.As a new media,commercial value of virtual community is inestimable.However,the current theoretical research about the virtual community is far from mature.In view of this,this paper studies the impact of knowledge sharing in virtual community of information recipients on the brand attitude,and the way to influence brand attitude.Based on the research at home and abroad,this paper from two aspects to define the virtual community knowledge sharing,the main body of virtual community knowledge sharing and the knowledge sharing contents.On the basis of previous studies,this study introduces two variables,the perceived usefulness and trust in online reviews,construct the theory model of virtual community sharing on brand attitude,and put forward the research hypothesis.This paper adopts questionnaire investigation method,and the data were analyzed by SPSS19.0 statistical software and Amos18.0 statistical software.This study made the following conclusions :(1)The sender's expertise is stronger,consumer trust is stronger.(2)Relationship strength between the sender and receiver increases,consumer trust is higher.(3)The quality of share information in the community is higher,consumers trust is stronger.(4)In community information sharing strength is high,the consumer trust is stronger.(5)The sender's professional knowledge is stronger,the perceived usefulness of receiver is higher.(6)Relationship intensity between sender and receiving of information of consumers is stronger,the perceived usefulness of consumers is higher.(7)In the community,share information quality is higher,the perceived usefulness is higher.(8)The community information sharing strength is stronger,the perceived usefulness is higher.(9)The consumer trust has a significant positive effect on consumers' brand attitude.(10)Consumption Perceived usefulness has a Positive effect on brand attitude.This study put forward marketing countermeasure and suggestions to improve band attitude of consumers in the virtual community marketing.The main innovations of this paper include:(1)It from two aspects to explore the influence knowledge sharing in virtual community on brand attitude,knowledge sharing of content and the knowledge sharing subject.It has been literature study the influence factors on the behavior of the virtual community sharing,this paper from the knowledge sharing subject and knowledge sharing two aspects to explore the impact of virtual community knowledge sharing on brand attitude,and it can be more comprehensive to understand the association between knowledge sharing in virtual community and brand.(2)This paper introduce the perceived usefulness and trust variables,and build a system model to explore the influence of knowledge sharing in virtual community on brand attitude.Perceived usefulness and trust is the core variable of the research on IWOM and online reviews,but in the virtual community it has not to receive attention.This study adds the variable of perceived usefulness,this paper constructed a new system research based on the trust variable Model and the empirical study.(3)This paper put forward the systematic marketing strategy to promote the brand attitude of the customer in the virtual community,and expand the application of the virtual community theory in the marketing practice.