Research On The Influence And Mechanism Of Virtual Community Interaction Based On Weibo Comments On Consumers’ Brand Attitudes

In the new media era,virtual community marketing has become the first way of information transmission and value transmission in the field of e-commerce.With the help of virtual community platform,enterprises can connect brand or brand value with community groups to conduct interaction and communication in cyberspace.However,the compulsory one-way information transmission mode of traditional portal websites and TV advertisements is often time-consuming and fragmented,which increases many risks to the interaction between consumer and enterprise and finally affects the evaluation of the enterprise’s brand image,which causes many risks to the interaction between consumers and enterprise,then affects the evaluation of enterprise brand image by public praise.The most obvious feature of the community is interactivity.As community’s member and opinion leaders,enterprises can maximize the construction of community trust mechanism and mobilize the enthusiasm of community members.Brand communities with high interactivity promote positive brand evaluation of consumers.Therefore,how to make use of the interactivity of micro media platform for long-term and effective brand image communication,and how to study what kind of brand community pages are most interactive and how interactivity and consumer brand attitude influence the process become the focus of this paper.Therefore,in this paper,research is focused on how enterprises use the interactivity of micro media platform to carry out long-term and effective brand image communication,and what kind of brand community pages are most interactive and the process of interactivity and consumer brand attitude influence.Firstly,this paper studies the influence of the interaction of virtual community on consumers’ brand attitude by using the laboratory experiment method,and proposes relevant influencing factors,namely regulatory variables,from different perspectives through literature analysis,to construct and verify the hypothesis model I.Simple statistical methods such as one-way anova and multivariate anova were used to verify the hypothesis.Specifically,how does the interaction of virtual community affect consumers’ brand attitude? How does synchronicity affect the relationship between interactivity and community brand attitude? Do different consumer groups’ perceived characteristics of interaction produce different results on this effect? Secondly,inorder to deeply study the influence process of interactivity on consumers’ brand attitude,the structural equation modeling method is used to discuss the influence of interactivity on consumers’ brand attitude,that is,the path transmission relationship of the influence.The mediating variable of brand trust is added to construct and verify the hypothesis model ii.SEM advanced multivariate statistical method was used for CFA test to study the influence mechanism of virtual community interaction on consumers’ brand attitude.The results show that the influence of virtual community interaction on consumers’ brand attitude is significantly different.Synchronicity and self-efficacy have significant interaction effects on interactivity and consumers’ brand attitudes.Brand trust plays a completely mediating role in the influence path of interactivity on consumers’ brand attitude.This paper provides relevant basis and experience for enterprises in establishing and operating brand communities on new media platforms.Enterprises can provide relevant topics and establish a positive response mechanism for the brand community to provide conditions for consumer interaction and brand integration.First,enterprises should take relevant measures to promote the synchronization of the needs of enterprises and fans.Second,for different consumer groups,enterprises should improve consumers’ brand experience and brand trust through active response and integration into brand culture,so as to form a positive community brand reputation.