Research On Brand Image Of Interest-based Community

At present,with the rise of the Internet and the change of social living environment,people tend to establish connections through similar interests and common values.The Internet provides the possibility for the convergence of interest groups on the virtual platform.The network virtual community,which is born in response to the needs of Internet users,is called the interest-based community.However,now interest-based community is faced with the dilemma that the balance between community atmosphere and user growth is difficult to control.If we can obtain and analyze the feelings and evaluation of new users and core users on community operation practice,and guide which elements should be focused in the process of operation practice,we can provide the basis for scientific operation of interest-based community.Through reading and combing the previous literature,this study forms a conceptual model of the components of brand image and puts forward hypotheses.Then,through the unstructured interviews with the users of the online interest margin community,combined with the research of relevant literature,the paper designs the secondary indicators and measurement items corresponding to the five dimensions.Then,the initial questionnaire of this study was designed,and the formal questionnaire was formed after the adjustment of the pre survey stage.After sorting out,the final 362 valid questionnaires were used for the hypothesis test of structural equation model.Based on the above questions,this study has formed a conceptual model of brand image elements by reading and combing the previous literature.It thinks that the brand image of online interest-based community is composed of five dimensions:organizational elements,product elements,user elements,personality elements and cultural elements,and puts forward hypotheses.Then,through the unstructured interviews with the users of the online interest margin community,the paper designs the secondary indicators and measurement items corresponding to the five dimensions.Then,the initial questionnaire of this study was designed,and the formal questionnaire was formed after the adjustment of the pre survey stage.After sorting out,the final 362 valid questionnaires were used for the hypothesis test of structural equation model.The results show that the brand image of online interest-based community is mainly composed of five dimensions: organizational elements,product elements,user elements,personality elements and cultural elements,and there is no linear correlation between the five elements,but there is a certain logical relationship between them.we also get the secondary indicators of each element: specifically,platform strength,platform reputation,social responsibility,management system and market performance constitute the organizational elements;content,convenience,practicality,audio-visual symbols and design constitute the product elements;interests,group identity,values,user quality and lifestyle constitute the user elements;brand personality,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value,brand value Social value expression,trust,interdependence,true and due feelings constitute the personality elements;values,vision,spiritual symbol and brand history constitute the cultural elements.According to the above conclusions,this study puts forward some suggestions to shape and enhance the brand image of online interest-based community: enhance the reputation of the platform,improve the management system,create high-quality content,establish an invisible connection,meet the needs of diversified interests,build a "backstage" of self presentation,and pay attention to the influence of personality elements and cultural elements on the brand image.It is expected that the suggestions of this study can provide some theoretical guidance for the operation practice of online Quyuan community.At present,with the rise of the Internet and the change of social living environment,the connection between groups is no longer limited to blood,geography and industry.People tend to establish connections through similar interests and common values.The Internet provides the possibility for the interest groups to gather on the virtual platform.The network community,which is born in response to the needs of Internet users,is called the network interest community.After years of development,online Quyuan community has more or less seen the decline of daily life,hopeless listing or merger.It is the choice of some communities to go out of the "circle culture" barrier and try to "break the circle" action.However,the action of "breaking the circle" has brought about the increasing expansion of users in various online interesting communities,and it is difficult to control the balance between community atmosphere and user growth.This is the dilemma faced by online interesting communities at present.