| With the rapid development of the information age,consumers’ demands for products and services are becoming more and more personalized and diversified.If an enterprise wants to stand out in the modern competition,the traditional brand marketing method can no longer meet the demand.So how to establish and maintain consumption Brand loyalty has become an important issue shared by entrepreneurs and academia.In this era,virtual communities emerge as The Times require,where consumers with the same goals and interests gather together.Enterprise managers use the platform of virtual community to carry out marketing activities.Through consumers interact and communicate with other members in the community,so as to grasp the psychology of consumers,grasp the needs of consumers and improve brand loyalty.Based on the research of domestic and foreign literature,this paper puts forward the hypothesis of the influence of virtual community knowledge sharing on brand loyalty.In order to realize the research hypothesis,we start with the knowledge sharing motivation of virtual community,and divide the knowledge sharing motivation of virtual community into four dimensions.Based on social exchange theory and social identity theory,we construct a dual mediation effect from the two aspects of emotional mechanism and exchange mechanism.Model to analyze the differential impact mechanism of knowledge sharing motivation in virtual community on brand loyalty.Secondly,after the research model is established,the research content is combined with the mature scales of previous scholars to form a complete questionnaire.The questionnaires are distributed through the network platform,and the collected valid questionnaires are integrated to form data samples.The analysis software was used to process the sample data to test the feasibility of the questionnaire.Finally,in order to further verify the rationality of the questionnaire design and the correctness of the research hypothesis,regression analysis of the variables was carried out.Through research and analysis,the following conclusions are drawn: The four dimensions of knowledge sharing motivation in virtual communities all have a significant positive impact on community trust and community participation.The four dimensions of knowledge sharing motivation in virtual community all have a significant positive impact on brand loyalty.Community trust and community participation partially mediate the relationship between knowledge sharing motivation and brand loyalty in virtual communities.The mediating effect of community trust is stronger than that of community participation.Finally,some suggestions are put forward: first,to explore the motivation of consumers to share knowledge and enhance consumer brand loyalty;second,to create a good atmosphere and increase the level of trust among users;third,to enhance the participation of community members,Increase opinion leaders to lead the direction of public opinion.Finally,at the theoretical level,this research improves the construction of the theoretical system of knowledge sharing motivation in virtual communities,and deepens the application of social exchange theory and social identity theory in the field of knowledge sharing in virtual communities.At the practical level,it can guide community managers to improve the operation mechanism of the community according to the psychological changes of members,improve the willingness of members to share knowledge,and strengthen the connection with community members and the community. |
