Study On The Impact Of Knowledge Sharing To Consumer Brand Attitudes In Virtual Community

Virtual communities makes information and experience being Shared between community members, new ideas for development and gets fast transmission for absorption of knowledge marketing platform as the basis service of enterprise extending outward. Knowledge sharing is an important function of virtual community. Bring opportunities to the enterprise, we must see a lot about the brand in the virtual community of knowledge dissemination as well as sharing influence on consumers’ attitude for an brand. Therefore, it has a very important theoretical and practical significance for enterprises to know that how to make use of sharing functions in virtual community and how to influence consumers’ brand attitude and in turn attract customers for gradually establishing and maintaining a loyal customer.This paper puts forward the concept model and research hypothesis that virtual community knowledge sharing affect consumer’s brand attitude on the basis of summarizing predecessors’ research results combined with fine processing probability model and the related theories on the consumer’s brand attitude deduction. Discuss the virtual community knowledge sharing effects on consumers’ brand attitude from the content of knowledge sharing, knowledge sharing and community identity. Follow conclusions at last by testing the hypothesis and methods with factor analysis, correlation analysis and hierarchical regression using smart phone and cars as the research object:Firstly, knowledge sharing influences consumers’ brand attitudes in three dimensions of content quality, knowledge sharing and knowledge sharing content direction. In particular, The higher the quality of knowledge sharing content, the greater the effects on consumer’s brand attitude; The more objective one of knowledge sharing content, the greater the effects on consumer’s brand attitude; The more knowledge sharing content, the greater the impact on consumers’ brand attitude. Secondly, knowledge sharing of information sender expertise, community activity and relationship strength, this three characteristics play a different degree of regulation in the process that knowledge sharing content influence consumers’ brand attitudes. On the intelligent mobile phone products, the information sender professional ability in quality of content and direction of content have certain regulation effect on consumers’ brand attitude. But on automobile products, the influence in quality of content and direction of content is no significant regulation on consumer’s brand attitude. Thirdly, it is different that the virtual community knowledge sharing affect the consumer’s brand attitude in the study of result for smart phones and the auto consumer. Both of them are involvement degree deeply but different.