Research On The Influencing Factors Of Users' Contributive Participation Behavior In Xiaomi Community

With the popularization and development of the Internet,enterprises can build an exclusive virtual brand community,users communicate and interact in the community,and the enterprise encourages users to take part in the product innovation.Therefore,companies need to pay attention to how to improve the extent of users' contributive participation."Xiaomi Community" was established in 2010 and has a long history.It is a virtual community of the Xiaomi brand and an early platform for open innovation in China,providing users with a wealth of channels for participating in innovative activities.This paper sorts out the relevant research literature of “Virtual brand communities”,and discusses the connotation of the Planned behavior theory and the Uses and gratifications approach.Then,we uses this as a theoretical basis to explain the user's contributive participation,and build the Research model.This paper summarizes 9 types of contributing factors influencing behaviors.The empirical research uses "Xiaomi Community" as the sample to collect data,and a total of 515 questionnaires are returned.This paper uses SPSS software to perform factor analysis to explore the reasons that affect the intention of "Xiaomi Community" user's contributive participation.The research results show that the more emotional attitudes,sense of self-realization,norms and identity,the stronger community incentives,positive behavioral feedback,and the “Xiaomi Community” with higher perceived convenience and lower perceived risk.,users are more likely to have a stronger intention to have contributive participation.However,instrumental attitudes and self-efficacy did not significantly affect the “Xiaomi Community” users' contributive participation.Based on the results of these data analysis,we make suggestions to strengthen the user's contributive participation,that is,to strengthen social attributes and increase the sense of user participation;create a cultural atmosphere and increase the sense of belonging of users;improve business feedback rate;establish a more reasonable class incentive system;finally,optimize product functions to meet user needs.