| During the development of network information technology,virtual brand community gradually shows its unique commercial value,which causes many scholars' research and enterprises' use.As an information technology,virtual brand community is truly successful only if it is accepted by the public and used effectively,and virtual brand community can play a role only if consumers participate continuously.Through the actual survey found that a large number of young people have their own favorite brand,but also know the virtual brand community,but did not use this tool as a channel for information acquisition.The reason is that there are many search tools(Baidu,physical store,etc)that are an alternative to the virtual brand community,and consumers have become accustomed to using these alternative search tools.In the past,scholars focused on the impact of virtual brand community on consumer loyalty,purchase intention and innovation in terms of community experience,community identity and customer interaction,while ignoring the concern of external consumer groups.Therefore,according to the discovery of this phenomenon,this paper combines the theory of technology acceptance(TAM)with the actual investigation,from the subjective norms 、community quality、 alternative choice、usage habit of four external factors,to study the influence of consumer's intention and behavior of virtual brand community.First,this paper defines the concept of virtual brand community,and summarized the research status of consumer virtual brand community participation behavior and influencing factors.On the basis of systematic analysis of the development and application of technology acceptance theory(TAM),combined with the actual investigation and related literature,the theoretical model of this study is constructed and hypothesis is put forward.The questionnaire design draws lessons from the previous research maturity scale,according to this study needs to make appropriate changes.In view of the research question investigation object proposed in this paper,we need to have a certain degree of understanding of various brand information search tools,and finally choose the 18-30 year-old young people as the object of the questionnaire to ensure the scientific and understandable nature of the questionnaire,and then collect the data.Finally,SPSS22.0 is used to analy effective data collected through regression analysis,testing of the assumptions put forward,to draw conclusions.Firstly,the study found that subjective norms not only have a direct positive impact on perceived usefulness and willingness to use,but also indirectly have a positive impact on consumer virtual brand community usage intention and behavior.Secondly,the better the quality of community(system quality,information quality),the stronger the perceived ease of use and perceived usefulness of consumers,the stronger the willingness to use and actual use behavior.Thirdly,consumers believe that the higher the substitutability of virtual brand community,the lower the willingness and behavior of virtual brand community.Fourthly,when consumers are more accustomed to the use of virtual brand community alternative tools(methods),their virtual brand community use will and behavior is lower.Fifthly,the moderating effect of switching costs between alternative choices and consumer's intention and behavior of virtual brand community has not been verified,and it is considered that the cost is related to the selected sample.These findings provide new ideas for the construction and development of virtual brand community.Finally,the limitations and prospects of the research are proposed to provide guidance for the follow-up research. |
