Research On The Influence Of Virtual Brand Community Value On Consumers' Purchase Intention

The evolving mobile internet technology has different impacts on various fields of production and people's life.Technology has promoted way of socializing,pattern of consumption,and company's marketing mode.In the era of information explosion,consumers have diversified sources of products and corporate knowledge,making it easier and more proactive to talk to companies.The purchase demand is not limited to the use value of the product,but also includes other added values such as product experience and brand value.As a combination of social media and marketing channel,virtual brand communities can easily establish connections between enterprises and consumers,consumers and consumers.Also virtual brand communities are not restricted by geographical boundaries.When consumers become community users,they get to know each other and build relationships in interactions,driving the growth of virtual brand communities.It is an effective way for companies to meet consumers' diverse needs,increase consumer purchase intention,and cultivate brand loyalty.Based on the consumer value theory,we can know the value of the virtual brand community.Through empirical research,the focus is on whether the value of the virtual brand community can increase consumer purchase intention and whether user participation acts as a mediator.This article sorts the relevant literature on virtual brand community value,user participation behavior and consumer purchase intention,and establishes a theoretical framework of "virtual brand community value-user participation behavior-consumer purchase intention" based on the technology acceptance model.The framework regards user participation behavior as the mediating variable,and explores the impact of virtual brand community value on consumer purchase intention.This paper conducts empirical research through questionnaire survey,and uses SPSS to analyze the data.The results indicate that:(1)The four dimensions of the functional value,hedonic value,social value and psychological value of the virtual brand community have a significant positive impact on consumer purchase intention;(2)The value of the virtual brand community has a significant effect on the browsing and interactive behavior of users participating in the community.Hedonic value,social value,and psychological value have significant positive effects on user's creative behavior,but the impact of functional value on user's creative behavior is not significant.(3)The browsing behavior,interactive behavior,and creative behavior of users associated with consumer purchase significantly;(4)The browsing and interactive behaviors of user participation can partly mediate between the the value of the virtual brand community and consumer purchase intention,and there is no mediating effect on creative behavior.Finally,this article puts forward some suggestions on how to build a virtual brand community and improve the value of community,and looks forward to the follow-up research.