The Impact Of Customer-to-customer Interaction On Willingness To Pay Premium In The Virtual Brand Community

Virtual brand community is based on a brand,structured member social relations network.It is the key point of marketing reform with the Internet.It is also a new way for consumers to understand brand,promote brand and social communication in the mature Internet environment.Compared with non durable goods,brand communities are more important for durable goods companies to brand,attract consumers,cultivate brand loyalty and increase profits.One of the key factors that determines the quality of marketing in the brand community is inter customer interaction.How to develop and enhance the marketing effect of customer behavior has become an important issue.By combining theory with practice,using theoretical derivation and empirical analysis,based on the theory of S-O-R and the embedding theory of grace,this paper explores the mechanism of customer interaction on brand premium payment intention in the virtual brand community of durable goods,and examines the intermediary role of customer perceived value in it,and on this basis.Provide effective marketing suggestions for durable goods companies.Specifically,on the basis of literature review and theoretical analysis,the model of customer interaction,perceived value and brand premium willingness to pay is derived,and the corresponding research hypothesis is put forward.By using the questionnaire survey method,the questionnaires were issued to the community members of the middle grade car brand community,and the data collected were statistically analyzed,and the model fitting and research hypothesis were tested by the structural equation model.Finally,the following conclusions are drawn : Customer perceived functional value has a positive and complete mediating effect between information interaction and premium payment intention;customer perceived social value has a positive partial intermediary role between interpersonal interaction and premium payment intention.Besides,there is no other mediating role.Based on the conclusions of the research,it puts forward targeted marketing proposals for durable goods companies.The research adopts a new classification perspective of brand community,which not only deepens the research of multiple variables,but also supplements some research gaps,and can guide the practical marketing operation of durable goods enterprises,which has certain theoretical and practical significance.