An Empirical Study On The Influence Of Virtual Brand Community Value On Word-of-mouth Communication Intention

Word of mouth has always been the focus of marketing research and hot spots,when managers are looking for ways to improve brand reputation,the virtual brand community has been the concern of scholars and managers.The virtual brand community is the consumer brand as the theme of aggregation of online social organization,in the virtual brand community members through community participation and community interaction,the perceived value of virtual brand community to bring the convenience of their own,resulting in brand reputation,many enterprises in the construction of virtual brand community.The research background of this paper,focusing,virtual brand community value,customer satisfaction as a mediator of the value of virtual brand community influence on word-of-mouth intention effect.Using the combined method of theoretical analysis and empirical analysis of this paper,firstly,the virtual brand community and its value,customer satisfaction,word-of-mouth word-of-mouth and related literatures were analyzed and summarized,and then according to the theoretical analysis,this paper puts forward the research hypothesis,and according to the model assumptions to build a virtual brand community value,customer satisfaction,word-of-mouth the spread of intention,then through the empirical analysis,in order to "millet community" as the representative of the questionnaire survey and analysis,the feasibility and applicability of the method to test the model,and discuss the influence of virtual brand community value of word-of-mouth,draw conclusions and marketing proposals,word of mouth to help enterprises make better use of the virtual brand community the.It is hoped that this study can help Chinese enterprises to gain the competitive advantage in the new marketing environment.Through empirical analysis,the following conclusions are drawn:(1)the functional value,financial value,social value and emotional value of virtual brand community have a direct positive influence on the willingness of word of mouth The influence is from large to small: functional value,emotional value,social value and financial value.However,the image value of virtual brand community is related to the desire of word of mouth,but the effect is not significant.(2)the functional value,financial value,social value and emotional value of virtual brand community have a direct positive impact on customer satisfaction The influence is from large to small: functional value,social value,emotional value and financial value.And customer satisfaction has a positive impact on word of mouth.(3)customer satisfaction plays a partial mediating role in the value of virtual brand community and the desire to spread word of mouth,...