Study On The Influence Of Peer Interaction On Community Members’ Voice Behavior In Virtual Brand Community

The extensive application of social media technology has promoted the rapid development of virtual brand community.Customers who are interested in a certain brand enterprise and its products and services register in the virtual brand community platform to become members and interact in the virtual brand community.Their suggestions and opinions play an important role in the development of brand enterprise.In the context of social network,the social interaction between community members based on shared social identity or perceived equal interpersonal relationship is actually a kind of peer social interaction.At present,the research on voice behavior of members in virtual brand community mainly focuses on individual factors and community-level factors,but there is a lack of in-depth research on how communication and interaction among community members,namely peer interaction in virtual brand community,affects community members’ voice behavior.This study starts from the pre-factors of voice behavior of virtual brand community members and takes virtual brand community members as the research object.According to the content of interaction,peer interaction in virtual brand community is divided into two dimensions: peer product interaction and peer interpersonal interaction.At the same time,according to the focus of voice behavior,community members’ voice behavior is divided into two dimensions: promotive voice behavior and prohibitive voice behavior,and the influence mechanism of virtual brand community peer interaction on community members’ voice behavior is discussed.Perceived reciprocity is introduced as the mediating variable,and evaluation apprehension is introduced as the moderating variable.In this dissertation,questionnaire survey was used to collect data,and 359 valid questionnaires were collected.Finally,SPSS 23.0 and Amos 24.0 statistical analysis software were used to process and analyze the data.The empirical results show that:(1)Peer interaction in virtual brand community positively affects community members’ voice behavior;(2)Peer interaction in virtual brand community has a positive effect on perceived reciprocity;(3)Perceived reciprocity partially mediates the influence of peer interaction on community members’ voice behavior in virtual brand community;(4)Evaluation apprehension negatively moderates the effect of perceived reciprocity on community members’ prohibitive voice behavior;(5)Evaluation apprehension negatively moderates the mediating effect of perceived reciprocity on peer interaction and community members’ prohibitive voice behavior in virtual brand community.The research results further enrich the research on voice behavior of virtual brand community members,and provide useful reference for enterprises to guide and effectively stimulate community members’ voice behavior scientifically.