Research On The Impact Of Social Capital On Consumer Knowledge Sharing In The Online Brand Community

Today’s society is a highly developed information society,the Internet and people’s daily life is more and more closely linked.With the rapid development of Internet communication technology,a large number of online brand communities continue to emerge.The mobile phone industry alone includes Xiaomi community,Meizu community,Huawei pollen club and so on.Many people participate in the online brand community,the main purpose of which is to express their opinions on products,share information or access to resources through the Internet platform,and it has become increasingly common for consumers to use online brand communities for communication and knowledge sharing.More and more enterprises build their own online brand community to strengthen their relationship with customers.From the perspective of online brand community,according to social capital,pan-family consciousness,social cognition theory,this paper puts forward the research hypothesis,and constructs a conceptual model according to the influence of brand community social capital on consumer knowledge sharing.It also discusses the mediating role of pan-family consciousness between them,and constructs the theoretical analysis framework of "social capital-pan-familial consciousness-knowledge sharing" and the regulating role of self-efficacy.In order to test the theoretical assumptions and the rationality of the model,members of online brand community were investigated by questionnaire,and the collected data were analyzed by statistical software SPSS and AMOS.The conclusion of this paper shows that both dimensions of cognitive capital(common language and shared vision)can significantly promote the generation of consumer knowledge sharing behavior.Both the network density of structural capital and cognitive capital have a significant positive impact on sense of security(emotional belonging),and the stronger the community member’s awareness of pan-family,the more knowledge-sharing behavior of consumers.Pan-family consciousness plays an intermediary role in the two dimensions of cognitive capital and consumer knowledge sharing,which indicates that the enterprise managers’ deep excavation and utilization of social capital in the online brand community can enhance the community members’ awareness of universal home.Thus increases consumer’s knowledge sharing behavior.The possible innovations are as follows:(1)this paper combines the theory of social capital with the cultural thought of the Chinese nation,constructs the main frame of social capital influencing consumer’s knowledge sharing,and introduces the intermediary function of pan-family consciousness.Social capital influences consumers’ knowledge sharing through the intermediary function of pan-family consciousness,which can obtain empirical support.(2)This paper introduces the idea of family culture into the psychological study of community members.Under the influence of Chinese family culture,community members will produce the concept of home to the intimate organizations in which they participate,and restrict themselves with family norms.This is an extensive sense of home in online brand community activities,thus expanding the study of community members’ psychological activities.