Research On Effect Of The Consumers' Ways Of Knowledge Acquisition Upon Brand Trust In Virtual Brand Community

The competition among enterprises is increasingly fierce in the trend of diversification of customers' brand selection,and if enterprises want to win customers,they must enhance customers' brand trust.In order to enhance customers' brand trust through virtual brand community,it's necessary to study the effect of customers' knowledge acquisition methods on brand trust,when the virtual brand community has become an important network platform for customers to acquire brand knowledge.A review of related studies deduced that community customers' knowledge acquisition methods may affect their presence and trust perception.Accordingly,in order to explore the issue which enterprises enhance customers' brand trust through virtual brand community,this article constructs the theoretical model of relation about knowledge acquisition methods,social presence and brand trust from the customers' knowledge acquisition methods in the community,and uses the samples collected by questionnaires to verify the research hypotheses through statistical software SPSS with hierarchical regression method.The results show that the different ways of knowledge acquisition have different effect degrees on brand trust and social presence,and the mediator of social presence is also different in different classification samples.From the point of all samples,the static knowledge acquisition method has a greater significant positive effect on brand trust,the dynamic knowledge acquisition method has a greater significant positive effect on social presence,and social presence can play a more partial mediating role for the way of dynamic knowledge acquisition than static knowledge acquisition.From the point of classification samples,the conclusion is basically in accord with all samples according to age and educational background,despite customers of different ages also have differences in some variables,but there is a significant difference according to gender and community contact time.That is in the effect of dynamic knowledge acquisition on brand trust,social presence has no mediating effect on female customers just in terms of sex,but has a completely mediating role on customers who contact with the community for a short time only from the aspect of community contact time.Therefore,enterprises can focus on improving static knowledge acquisition method and enrich dynamic knowledge acquisition method properly at the same time,and actively create social presence on the basis of treating social presence in a dynamic way,when they enhance customers' brand trust through virtual brand community.