| With the rise of virtual brand community, it's hot for enterprise to use the virtual community on marketing activities. Opinion leaders hold the key right to the virtual community discourse, therefore strengthen the research of community commitment of the opinion leaders has a strong practical significance. Based on the heterogeneity of the opinion leaders, this study starts from the personality traits. The paper studies the different influence from personality traits to the commitent and brand identification, which has certain theoretical meaning.The paper focus on the virtual brand community opinion leaders as the research object and the relations of the personality traits, community commitent and brand identification to make a research. This article mainly adopted literature summary and empirical analysis method. First of all, the study combs through the relevant literature, systematically expounds research results of the personality traits, community commitment and brand identification, then put forward the influence model of personality traits to community commitment, with the brand identification as the intermediary variable based on the theory of organizational commitment and brand community theory. This study chooses 301 opinion leaders from 15 hot brand communities in Baidu Tieba. The questionnaire received 217 valid copies. The article uses the statistical methods of SPSS to test the model and hypothesis.Verification results show that the personality traits of opinion leaders, such as self-enhancement, self-transcendence and self-expression significant positive influence on community commitment and brand identification. Brand identification has partial intermediary role in the the relations of the personality traits and community commitment.Finally, based on the research results, this paper puts forward a series of marketing proposals to ascend community commitment of the opinion leaders, hoping to bring some reference value to enterprise. |
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