| With the advent of the mobile Internet era,mobile terminal tools,represented by mobile phones and tablets,gradually began to play an indispensable role in human life.The rise of the mobile Internet has made digital music sites extend from computer to mobile.The platform starts to combine the social attributes of users and integrate the social experience into the product design.The concept of music social network has gradually attracted the attention of the industry.The virtual community of Netease Cloud Music is popular in such background.Some research has shown that there is a significant positive effect between user experience and purchase intention,however,in the mobile music market where have more and more social elements and experiences in the virtual community,whether there are relevant dimensions can have a positive impact on users’ purchase intention?Are there other mediation variables in play?These propositions need to be further analyzed in combination with specific contexts.The research about the question that whether users’virtual community perception will have an impact on their attitude and behavioral intention in the specific context of Netease Cloud Music virtual community "cloud village" become very necessary.This research has important theoretical and practical value for platform operators.Based on previous studies and in-depth interviews,the characteristics of "virtual community perception" can be abstracted to three dimensions:Membership,influence and immersion.and the article introduces consumer brand attachment as mediating variable,and divided into consumer brand attachment two dimensions:cognitive-emotional bond and self-correlation,Based on perception-attitude-behavior framework,this article will discuss the relationship between the virtual community perception,consumer brand attachment and consumers purchase intention.In this study,we use the empirical research method to collect data,and analyze the data through SPSS 19.0 and Amos 21.0,and draw the following conclusions:(1)The three dimensions of "virtual community perception" all have a significant positive impact on consumer purchase intention.(2)The three dimensions of "virtual community perception" all have a significant positive impact on consumer brand attachment.(3)The consumer brand attachment has a significant positive impact on consumer purchase intention.(4)The consumer brand attachment has a mediating effect on the influence of virtual community perception on consumer purchase intention.Finally,on the basis of empirical research,this paper puts forward some marketing management suggestions for platform operator,helping them to understand the psychological activity characteristics during the perception of virtual community.In this way,we can carry out targeted product iteration and strong operation means,and finally improve consumers’ purchase intention and urge them to produce substantial purchase behavior. |
