Research On The Impact Of Users’ Knowledge Sharing On Product Innovation In Virtual Brand Community

The traditional mode of product innovation is that the company understands the customer demands by way of market survey;and then analyzes them;finally thrash out solutions for the development of new products.With the development of modern science and technology,the renewal period of enterprise products becomes shorter and shorter,and the competition becomes more and more fierce.Obviously,the traditional product innovation model is no longer suitable for the company’s further development.In recent years,the emergence of shopping platforms,such as millet mall,Apple’s official website,HUAWEI mall,provide consumers with great convenience,so that consumers can buy their favorite products in the virtual network.The rise of online shopping has prompted the emergence of virtual brand community;virtual brand community is a kind of relationship network based on brand theme.The Virtual brand community provides a platform for the interaction between companies and consumers as well as the products innovation.How to integrate the consumers into the innovation process of the new product through the virtual brand community,what are the factors that affect consumers to participate in product innovation,what are the consumers’ product innovation behaviors,these problems are of great practical significance and academic value.Based on the above background,we make a detailed review relates to the virtual brand community,virtual brand community knowledge sharing,product innovation,virtual brand community brand identity concept and the status quo of their research.Then,the paper analyzes the influence of knowledge sharing on product innovation,and the mediating role of brand identity in user knowledge sharing and product innovation in virtual brand communities.This article determines the dimensions of knowledge sharing and product innovation through carding the research literature on the knowledge sharing and product innovation in virtual brand communities.Based on user knowledge sharing motivation,the dimension of knowledge sharing is defined as entertaining knowledge sharing,purposing knowledge sharing and connecting knowledge sharing.Based on the previous research of product innovation,in this paper,the composition of product innovation can be divided into three levels: product creativity,product testing and product promotion.Finally,this paper makes the virtual brand community as the research object,discusses the users’ knowledge sharing impact on product innovation,and based on the mediating role of brand identity,constructs the concept model of the effect of knowledge sharing of virtual brand community users on product innovation,proposes the research hypotheses.The research through the questionnaire platform to generate the formal questionnaire,then release questionnaires to the community bar,millet QQ group,millet forum in the form of links and two-dimensional code,a total of 291 questionnaires were collected,among which the number of valid questionnaires was 240.SPSS22.0 and AMOS21.0 software were used to analyze the collected data,and the descriptive analysis,reliability and validity analysis and structural equation modeling were used to analyze the data.The empirical study shows that the knowledge sharing in virtual brand community has a positive effect on brand identity,and the customers’ brand identity has a significant impact on customers’ participation in product innovation activities.