Research On Influencing Factors Of User Interaction In Brand Virtual Community

With the development of the Internet and mobile terminals,more and more brands and enterprises have shifted their marketing and publicity focus to the Internet.As an important way of online publicity and marketing,brand virtual community plays an important role in the market competition.The popularity of the Internet and mobile terminals drives more and more users to participate in online social networking.As a gathering place for brand enthusiasts,brand virtual communities also play a role in the activities of users in online social networking.Users can share brand information,interact socially and relax themselves in the virtual community,so as to keep the brand virtual community vigorous.It can be said that the willingness of users to participate in the community interaction directly affects the continuous interaction behavior of users in the virtual community,thus affecting the vitality of the brand virtual community and indirectly affecting the development of brand enterprises.How to manage brand virtual community has become a concern of many brand enterprises.Based on the use and satisfaction theory,motivation theory,etc.,this paper takes brand virtual community as the research object,internal and external factors as independent variables,interaction intention as the intermediary variable,and continuous interaction behavior as the dependent variable to build a theoretical model.Based on empirical analysis,the relationship between participation motivation,interaction intention and continuous interaction behavior was studied,and the hypothesis and mediating effect were tested.Through the summary and induction of the brand virtual community content,the influencing factors of users' participation in the brand virtual community interaction are divided into five demands: the purpose demand,the entertainment demand,the interpersonal relationship demand,the self-realization demand,the socialization demand.In combination with relevant literature and previous studies,the scale was established,data were collected by questionnaire method,and the theoretical model was verified by the statistical method of empirical research.The empirical results of this study show that the purpose demand,entertainment demand,interpersonal relationship demand,self-actualization demand and socialization demand have a significant impact on the willingness of users to participate in community interaction,and the willingness of users to participate has an impact on the continuous interaction behavior.Based on the research results,this paper puts forward some Suggestions on the management of brand virtual community.Second,fully tap the internal needs of users;Third,to meet the high-level needs of community users;Fourth,cultivate community opinion leaders;Fifth,combine online and offline activities.