| The brand awareness is an important part of the corporate brand equity. More and more scholars and entrepreneurs have realized that the brand awareness is an important role of shaping the brand. With the rise and popularize of SNS virtual community, and the high interactive, people start to pay attention to this interacted network platform. Many interactive activities in the SNS virtual community as a platform took the extraordinary achievement through using the interactive based on SNS virtual community, and more and more enterprises and scholars realized that the interactive activities in the SNS virtual community is a new important means of improving consumer brand awareness. At present, it is lack of the empirical research about the impact on interactive based on SNS virtual community and consumers' brand awareness. This paper takes the SNS virtual community as the research platform, the interaction of members of the community as the research object. Based on the related theory, and interaction usefulness in the SNS virtual community as an intermediary variable, the paper discusses the effects of interactive based on SNS virtual community on consumers' brand awareness.Based on the collection of literature, and in combination with some mature research results, the interactive in SNS virtual community is classified by four dimensions:site of interaction, speciality of interaction, mode of interaction and matter of interaction. Then on this basis, the paper puts forward the factors of dimensions. The factors of site of interaction are obtained: exact positioning, customization, standardization, and technologic guarantee. The factors of speciality of interaction are identity of real and virtual relation. The factors of mode of interaction are obtained:synchronous/asynchronous interaction, one to one interaction/everyone interaction. The factors of matter of interaction are functional interaction and interpersonal interaction. Secondly, from the needs of the community members'participation in interactive actives, the interactive utility is classified by four dimensions based on the mature research results:functional utility, social utility and psychologic utility. The factors of functional utility are obtained: information hunting and entertainment experience. Trust and social norm are the factors of social utility, and the factors of psychnologic are obtained:flow experience and identity. Finally, from the connotation of brand awareness, and the four basic elements of the brand awareness's evaluation factors that the BAV is presented, the consumer brand awareness is classified by four factors:diversity, correlation, respect and recognition. And the paper puts forward four questions about the brand awareness.Through using the SPSS19.0 and LISREL8.7, these data was performed on reliability and validity analysis, correlation and regression analysis. And the empirical research has the result that social utility and psychologic utility based on SNS virtual community positively affect the consumer brand awareness, and functional utility, information hunting, entertainment experience and flow experience no significant affect the consumer brand awareness. The interaction and its factors based on the SNS virtual community no consistent affect the interaction utility and its factors. Matter of interaction and site of interaction, and its factors positively affect the utility of interactivity and its factors. Mode of interaction negative affects the utility of interactivity and psychologic utility. Speciality of interaction no significant affect the the utility of interactivity, unctional utility, social utility and psychologic utility. Mode of interaction no significant affects unctional utility and social utility. Finally, combined with the related research conclusion, the paper puts forward some marketing inspiration that how enterprises implement the interaction activities in the SNS virtual community, so as to improve the consumer brand awareness. |
PDF Full Text Request