Research On The Influence Of Brand Virtual Community Interaction On Customer Citizenship Behavior

In recent years, virtual communities are booming with the popularization of the Internet. As are the new marketing media, virtual communities maintain the relationship between enterprises and consumers. Still, enterprises place more emphasis on them and more consumers take fancy to them. At the same time, with the spread of the perception that the consumer is the’part-timer’ of the enterprises, customer citizenship behavior (CCB) is paid more and more attention by enterprises. Meanwhile, CCB is very important to the construction and development of virtual brand community and the promotion of business performance. At present, the academic researches on virtual brand community focus on the effecting mechanism, especially on consumer role behavior, but they neglect its impact on CCB. Therefore, the research of how virtual brand communities lead to the tendency of CCB will have both theoretical and practical significance.As a result, in terms of the features of brand virtual community, this thesis, which sets the interaction of community as an independent variable, CCB as a dependent variable, community identity as the intervening variable and individual collectivism tendency as a moderator, build the psychological cognitive model of CCB from the members of virtual brand community which is affected by Chinese traditional culture. The model divides community interaction into two dimensions which are the information and the interpersonal interaction, and investigates the interaction mechanism and relationship among the community interaction, community identification and CCB through social exchange theory and "S-O-R" theory. In addition,this paper further proposed that this moderator variable of individual collectivism tendency might have an indirect impact on the relationship of the independent and dependent variables.The paper arrives at these conclusions:Firstly, the interaction of brand virtual community consists of two dimensions including information interaction and interpersonal interaction, both of which have positive effect on CCB. Secondly, community identity is the partial intermediary between community interaction and CCB. Thirdly, individual collectivism tendency strengthens the positive impact of the two dimensions of community interaction on community identity, as well as the indirect positive impact of information interaction and interpersonal interaction that community identity conveys on CCB.According to the results of this study, the paper will offer several suggestions on marketing management of the establishment as well as the development of virtual brand communities. Firstly, we should improve the environment and the mechanism of community interaction, and the quality of information interaction and interpersonal interaction also accounts. Secondly, to cultivate community members’sense of attachment and identity to virtual brand community and strengthen it. Thirdly, different kinds of management models ought to be adopted after identifying and shunting of consumers with different value orientations. At same time, In the process of building and developing virtual brand community, emphasis should be placed on community members with high collectivism value tendency, and we also keep and enlarge this customer group by improving the communication mechanism and incentive mechanism.