| Enterprise virtual brand community enables enterprises to create time-space interconnection with users in a low-cost and efficient way,provide users with real-time interaction field,and forge a good relationship between users.Here,enterprises can transfer brand product information more quickly,more accurately and more effectively,carry out more in-depth information communication with users,and establish social contacts.In this process,users’ needs can be captured and mined,users can be subdivided deeply,user relationship maintenance can be boosted,and users’ identification,loyalty and even conversion to enterprise and products brand can be strengthened.For users,in the enterprise virtual brand community,they can understand brand product information more comprehensively,learn product functions more conveniently,solve product related problems more quickly,and share experience with more users with the same brand preference,so as to improve user experience.Some well-known enterprises in China started enterprise virtual brand community as early as 10 years ago,and in the past10 years,enterprise virtual brand community in various industries has been developed rapidly,and according to Guangming net reprinted on June 23,2022,it is expected that by the end of 2022,the country will provide no less than100,000 small and medium-sized enterprises with cloud services on business,to support the digital transformation of enterprises.Targeted boost enterprises to strengthen the creation and construction of virtual brand community.However,although many enterprises have established virtual brand communities,the operation and management situation of enterprise virtual brand communities is not ideal.On the one hand,the user community access,registration and retention situation is not good,especially the new user attention or inclusion situation is not good.On the other hand,the community information service level to users is not high,and the community information service strategy and tactics or way and methods are still scarce.From the perspective of academic research,although there are a lot of literatures on virtual communities,most of them are about the knowledge sharing and exchange community oriented by people’s practical needs and social emotional needs,or the health community,academic community,education community or government community focusing on knowledge Q&A.However,there are relatively few special researches on the brand virtual community established and managed by industrial and commercial enterprises,which gathers the fans of the enterprise and its brand products,and can provide huge information and marketing value for the enterprise.Furthermore,among the limited researches on the user information behavior of enterprise virtual brand community,most of them are researches on the general behavior of general users,that is,the general researches ignore the user growth cycle stage.There are few researches that fully consider the growth cycle stage of community users and focus on the evolution law of information behavior of initial visitors of enterprise virtual brand community,which is extremely important but easy to be ignored.Especially,for the initial visitors of enterprise virtual brand community in different stages of their initial visit,For example,there are few specialized studies on the characteristics of the evolution patterns of information behavior at the stage of visiting communities,implementing registration,and becoming a junior member.Based on the above practical and theoretical research needs,this paper carries out a systematic and in-depth research on the topic of information behavior evolution of initial visitors in enterprise virtual brand community,which mainly includes the following research contents:(1)Relevant concepts and theoretical basis are determined.First of all,this paper defines and expounds the related concepts in this study,such as the connotation of enterprise virtual brand community,tthe initial visitors of enterprise virtual brand community,the information behavior and evolution of the initial visitors of enterprise virtual brand community,and the relevant basic theories for reference in this study.For example,the theories of need motivation,planned behavior,information foraging,human-computer interaction,scene immersion and stimulus-organism-response are summarized,which lays a good foundation for the study of this paper.(2)The general pattern of information behavior evolution of initial visitors in enterprise virtual brand community is discussed.Based on relevant basic theories,this part adopts the method of interview and observation and speculative inference to discuss the overall evolution pattern of information behavior of the initial visitors in the whole process of initial visit and use of the community,and defines the connotation of the overall pattern of information behavior evolution of the initial visitors in the enterprise virtual brand community.This paper divides the stages of the evolution of the information behavior of the initial users in the enterprise virtual brand community,identifies the motivation for the evolution of the information behavior of the initial users in the enterprise virtual brand community,and constructs the overall pattern of the information behavior evolution of the initial users in the enterprise virtual brand community,and interprets the regularity of the information behavior evolution of the initial users in the enterprise virtual brand community from the overall framework.(3)The evolution of information behavior of initial visitors before registration in enterprise virtual brand community is studied.Based on the above studies,this part focuses on the evolution of information behavior in the pre-registration stage of initial visitors in the enterprise virtual brand community.Based on relevant basic theories,role playing experiments are designed,and screen recording and eye movement tracking data,physiological pulse monitoring and attitude test data are collected and integrated for analysis.This paper summarizes the information behavior evolution models of initial visitors under different information value demands,explains and compares the characteristics and influencing factors of main basic information behaviors such as query and browsing under different evolution models.(4)The evolution of information behavior during the registration of initial visitors in enterprise virtual brand community is studied.On the basis of the above research,this part focuses on the evolution of information behavior in the process of visiting and using the community during the middle stage of registration under the stimulation of community-related information function.According to relevant basic theories,Based on the research method of grounded theory and in-depth interviews with sample subjects,the paper constructs a mechanism model of the formation of initial visitors’ registration intention and registration behavior by coding step by step according to the paradigm process on the basis of acquiring first-hand data.The effect mechanism of community information quality and users’ perception of information value on initial visitors’ registration intention and registration action,as well as the direct,mediating and moderating effects of related factors and variables were clarified.(5)The evolution of information behavior of initial visitors after registration in enterprise virtual brand community is studied.On the basis of the above studies,this part focuses on the information behavior evolution model and its characteristic of initial visitors in the initial stage after registration in the community.Based on relevant basic theories,by crawling the information behavior data of initial visitors in the post-registration stage,it applies the K-shape and K-means clustering and analysis method.Combined with text topic mining and psychological questionnaire test,this paper discusses and analyzes the evolution models of information behavior of initial visitors after registration,and the differences of the characteristics and influencing factors of the main basic information behaviors such as creation and communication under different evolution models.(6)Studied and formulated the information service strategy and tactics for the initial visitors of the enterprise virtual brand community.Based on the research results on the overall pattern of information behavior evolution of initial visitors in enterprise virtual brand community and the specific pattern of evolution in different stages,this part specifically studies and develops the user information service strategy to support the overall operation and management of enterprise virtual brand community,and precisely designs the user information service tactics for the specific operation and operation of each stage.The main contributions of this paper can be summarized as follows:(1)Defined the relevant concepts of the information behavior of initial visitors in the enterprise virtual brand community,and constructed a logical framework for the research on the evolution of the information behavior of initial visitors in the enterprise virtual brand community.Based on the review of relevant literature and the interview survey in the field of practice,this study defines the concepts and connotations of initial visitors,initial visitors’ information behavior and evolution,etc.On this basis,the evolution of initial visitors’ information behavior in enterprise virtual brand community is selected as the research topic,focusing on the discussion of the regularity of information behavior in the whole process of the initial visit and use of the community by initial visitors.It not only describes the overall picture of the information behavior evolution pattern of initial visitors from the overall level,but also analyzes the characteristics of the different information behavior evolution pattern displayed by initial visitors in different periods of the stage,and combines the systematic research with the deconstructive research to build a logical framework for the research on the information behavior evolution of initial visitors of enterprise virtual brand community.This paper has made a new attempt to study this topic systematically and thoroughly.(2)The overall evolution model of information behavior of initial visitors in enterprise virtual brand community is constructed.This study defines the overall pattern connotation of information behavior evolution of initial visitors in enterprise virtual brand community,divides the evolution stage of information behavior evolution of initial visitors in enterprise virtual brand community,analyzes and identifies the motivation of information behavior evolution of initial visitors in enterprise virtual brand community,and on this basis,From the overall level of the whole process of the initial visitors entering the community,this paper describes the evolution pattern of the initial visitors’ information behavior,and constructs the typical overall evolution pattern structure of the initial visitors’ information behavior,including the ideal whole process type,the early withdrawal type,the middle withdrawal type and the late withdrawal type,which makes new discoveries for this research field.(3)The concrete evolution model of information behavior of initial visitors in enterprise virtual brand community is constructed.Based on the inspiration of relevant basic theories,this study adopts the research idea of observation and induction in general,and specifically adopts the methods of role playing,eye movement tracking and psychological questionnaire to reveal the specific pattern,characteristics and influencing factors of the evolution of information behavior of initial visitors in the pre-registration stage of enterprise virtual brand community.Based grounded interview and induction method was used to reveal the specific pattern,characteristics and mechanism of influencing factors of the evolution of information behavior of initial visitors in the registration stage.Data crawling,cluster analysis,text topic mining and psychological questionnaire were used to reveal the specific pattern,characteristics and mechanism of influencing factors of the evolution of information behavior of initial visitors in the post-registration stage.Many research results have some originality.(4)Put forward the information service strategy and tactics for the actual operation management of the initial visitors of the enterprise virtual brand community.Based on the research results of the overall pattern of information behavior evolution of initial visitors in enterprise virtual brand community and the specific pattern of information behavior evolution by stages,this study specifically studied and formulated the information service strategy to support the overall operation management of initial visitors in enterprise virtual brand community,and precisely designed the information service tactics for the specific operation of initial visitors in each stage.The implementation of these strategic ideas and measures will be of important reference value to guide the construction of enterprise virtual brand community in practice field,improve the level of operation and management of its initial visitors,and improve the structure of community users. |
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