| With the rapid development of social media,more and more enterprises in our country have begun to take the initiative to build virtual brand communities.The important goal for enterprises to build virtual brand community is to attract new customers,strengthen the relationship with customers,promote the customer voluntarily produce some recommendations,such as the promotion of corporate behavior,that is,customer citizenship behavior,and then enhance the brand performance.However,there is a lack of empirical research on the impact of customer participation in virtual brand community activities on customer citizenship behavior.To solve this problem,based on the customer experience perspective,this paper studies the social experience of customer participation in community activities,that is,the impact of virtual brand community experience on customer citizenship behavior and its mechanism.At the same time,this paper chooses the customer identification as a mediating variable,and discusses the specific mechanism of the three.On the basis of a large number of literature reading and sorting out the virtual brand community experience,customer identification and customer citizenship behavior,this paper chooses the maturity questionnaires,uses SPSS22.0 and AMOS22.0 software to conduct descriptive statistical analysis,reliability and validity analysis,correlation analysis,common method variance and regression analysis.The results show that the virtual brand community experience,customer identification has a significant positive impact on customer citizenship behavior,virtual brand community experience has significant positive impact on customer identification,customer identification has a significant positive impact on customer citizenship behavior,and customer identification plays a mediating role in the virtual brand community experience and customer citizenship behavior.Finally,this paper puts forward some suggestions for enterprises based on the empirical results. |
