Brand Virtual Community Interactive Customer Citizenship Behavior - Customer Organizational Socialization Perspective

The rapid development of the Internet has greatly changed the way of life of the people, the brand of the virtual community appearing and display a different communication with the traditional social way to trade. However, at present, the academic researches on virtual brand community research focuses on the action mechanism, such as brand community participation to customer loyalty to the influence of the customer behavior, the influence of the tendency, consumers participation motivation to commercial mode selection and influence of consumers participation motives of empirical studies, and to the community of interactive virtual brand of customer roles as a relative lack of behavior. This paper firstly in the community and virtual community of brand concept comb, and on the basis of the virtual community discusses the connotation of brand; At the same time, the organizational behavior research in the field of organizational socialization reference to marketing field, combined with plan behavior theory building customer organizational socialization to customers for the behavior of the mechanism of the effect of citizens. Net interaction is the brand, the core of virtual community and brand virtual community on consumers' behavior and especially customer citizenship behavior, and have important influence on, this article from the customer organizational socialization Angle, tried to establish network interactive, customer organizational socialization and customer citizenship behavior, and the relationship between the model for brand virtual community scene of the model was empirical verification and fixed, so as to explore the brand in the virtual community network to customer interaction citizens behavior, and the influence of the virtual community operators for the brand and a better understanding of business and management network。...