The Impact Of Online Brand Community User Interaction On Brand Product Innovation Contribution

The cutting-edge information and communication technology developed with the rise of the Internet has become an important driver for promoting consumer interaction and the formation of online brand communities.Under the new economic situation,user needs are becoming more and more diverse and individual.Traditional closed innovation cannot fully meet the needs and expectations of users.Because precise innovation based on user needs is the key to enabling enterprises to continuously meet customer needs and achieve sustainable development.In this context,the online brand community established to understand user needs,experience and creativity has become an effective platform for companies to improve their competitive advantages.The communication and interaction of users in the online brand community can generate a lot of resources and realize the full use of knowledge and information in the community.User interaction and active participation are key factors for the successful operation of the community.Therefore,understanding the contribution of user interaction in the online brand community to brand product innovation,and the mechanism of user interaction through user participation in the contribution of brand product innovation,which is important for online brand community users Management and product innovation of brand enterprises are of great significance.First of all,this article combines the relevant literature,combing the domestic and foreign related research status,and defines the concepts of user interaction,user participation,user participation emotion,and brand product innovation contribution.User interaction and user participation are divided into dimensions.At the same time,the relevant theoretical support of the research hypothesis of this article is explained.Secondly,explore the relationship among online brand community user interaction,user participation,user participation emotion,and brand product innovation contribution,put forward research hypotheses,and construct user interaction to brand products with user participation as the intermediary variable and user participation emotion as the moderating variable.A conceptual model of the impact of innovation contributions.Then,using the first-hand user survey data obtained by the online brand community,multiple regression analysis and Bootstrap test are used to verify the hypothesis and analyze and discuss the results.Finally,corresponding countermeasures and suggestions are put forward from four aspects: user interaction,participation,information identification management and the transformation and utilization of enterprises’ contribution to user innovation in online brand community.The research results show that:(1)User interaction in online brand communities has a significant positive impact on the contribution of brand product innovation;(2)User interpersonal interaction and product interaction both have a significant positive impact on the breadth and depth of user engagement;(3)Both the breadth and depth of user participation in online brand communities have a significant positive impact on brand product innovation contributions;(4)Both the breadth and depth of user participation play a role in the relationship between user interpersonal interaction and brand product innovation contributions.Part of the mediating role;at the same time,both of them also play a part of mediating role between user product interaction and brand product innovation contribution;(5)User participation emotion plays a negative adjustment between the depth of user participation and brand product innovation contribution effect.In addition,the results of this research have certain practical significance:(1)Promoting the community platform to optimize the design and management rules to facilitate user interaction and user active participation;(2)For online community information management,it is necessary to strengthen Community information recognition mechanism,do a good job in user emotion recognition,and discover user creativity more efficiently.(3)For the product innovation of brand enterprises,it is necessary to attach importance to the value of online brand community users,increase investment in the construction and operation of online brand communities,and promote the effective transformation and utilization of user innovation results.