The Study On The Inlfuence From Role Characteristics To Female Consumer’s Willingness Of Brand Community Participation Based On Perceived Value

With the arrival of postmodern, As the most potential brand consumer, the femaleconsumersˊsocial status and economic strength Continuously improve, Women have becomeincreasingly powerful in the the right to speak in brand consumer, the Problem of how toStrategic culture , retain and expand the female customer Loyalty becomes an importanttopic today. And brand community theory provide a new idea for us, it is a real relationshipmarketing strategy, with an eye to future business, is a long-term stable trading relationship,so It will be Highly value and practical significance for enterprise to explore the targetcustomer groups to research role characteristics of women gender, discuss the mentaldevelopment model of participation of brand community and put forward some rationalmarketing strategies.According to relevant theoretical literature，This research will divide female consumergender role characteristics into five dimensions: fashion involvement, Word-of-mouthintention, role overloading, yield to temptation of media, and focus on self-image; The CPVof female consumer brand community participation specifically divided into four aspects:Social value, image value , information value and experiential value. Take the rolecharacteristics of the women consumers as the starting point, the build a structural equationmodel to empirical research by the perceived value of its brand community participation has apositive impact, thereby affecting the behavioral intention of brand community participation.Through take the female consumer participate in brand community and the potential asresearch object, using SPSS, AMOAS software for the model of actual case analysis. Theresults of the study found that: fashion involvement of female consumers have considerablypositive influence on all the dimensions of perceived value of brand community participation of female consuers, word-of-mouth intention, role overload and media temptation each ofwhich have significant positive effect on two value dimensions, self-image only hassignificant positive influence on image value, And each perceptive value dimensions have apositive impact on willingness to participate brand community of female consumers.Finally, this paper puts forward five marketing advice：(1) Take fashion involvemen textent，female role overloading and self-image focuing of rolecharacteristics as the base for market segmentation;(2) Subdivision Word-of-mouth intention to relatively intense members and use them(3) Based on perception of value "the consumer guide" marketing(4) Focus on brand community formation after the maintenance of propaganda(5) Further fusion of real and virtual brand community...