Study On The Impact Of Interactivity On Customer Voice Behavior Based On Virtual Brand Community

Faced with the increasingly fierce market competition,every enterprise wants to occupy the market.For achieving this goal,enterprises should do the following things: Firstly,to pay attention to the change of the market;Secondly,listen to the voice of the customer and accept customer's advice;Finaly,to provide customer satisfaction of products and services.At the same time,customes' feedback and Suggestions also contribute to find problems in the process of enterprises' management,caution against small matters,and improve the efficiency of organization.Therefore thinking about the current development situation of the enterprise from customer's perspective,which helps to improve the current management situation and promote the long-term development of enterprises,and has been widely concerned by the enterprise.With the emergence of a plethora of virtual brand community,virtual brand community has developed to an important marketing medium,which build a platform for communication between enterprises and consumers.Some loyal community members transform into "part-time employees" of the enterprise,who hope that companies could get better future,and willing contribute to the enterprise by putting forward Suggestions which improve the enterprise development and community daily management.At present,the research on the virtual brand community is mainly focused on the behavior of the customer role,and some scholars begin to pay attention to the extra-role customer role behavior(which also was named customer citizenship behavior).As one of the important forms of customer citizenship behavior,customer voice behavior becomes a new topic in academia.Therefore,it is significant theoretically and practically to study on the impact of interactivity on customer voice behavior based on brand community.In this study,we choose virtual brand interaction,sense of community and its impact on customers' voice behavior as variable,and built the customer psychological cognitive model after suggesting research hypothesizes.Virtual brand interaction has been divided into information interaction and interpersonal interaction.Combined with “S-O-R” theory and social interaction theory,this paper discusses how the community interaction,sense of community influence on customer voice behavior.Through field interview and questionnaire,we have found that:(1)In addition to the impact of information interaction on community attribution,all the dimensions of community interaction have significant positive impact on each dimension of community awareness;(2)In addition to community satisfaction to reducethe influence of advice is not significant,the dimensions of the community awareness has significantly positive impact on customer voice behavior dimensions;(3)Community interaction cannot directly affect customer voice behavior,but it has a direct impact on the Sense of Community.Then community awareness directly influences customer voice behavior.Based on the field interviews and the analysis of sample survey results,this paper put forward the following four suggestions for the practice of business management:(1)Enterprises should pay high attention to customer voice behavior in the community environment;(2)Enterprises need perfect incentive mechanism of customer voice behavior,and improve the level of advice;(3)Enterprises need to spread brand product information,and promote community interaction;(4)Strive to develop relationship between the community and customer,and form the member' sense of community.