A Study On The Impact Of Interactivity On Customer Extra-role Behavior Based On Brand Community

With the developing of the network on the society, people ’s attitudes and values havebeen greatly changed, and virtual brand communities are developed on the basis of thenetwork, therefore, the development of virtual brand community is bringing new marketingsector hotspot, the older marketing style can not be compared with virtual brand community,at present, theorists have begun to pay attention to virtual brand community, and have maderesearch to virtual brand community from the theoretical and empirical.At present, studiesare mainly considered with the role of a virtual community, but research of the relationshipbetween the interaction with customers extra-role behavior. From concepts, include the virtualbrand community-related theory, and its values; interactive is the core of the virtual brandcommunity, which is incorporated into the virtual brand community, and to discussdimension of interactive and its values, building consumer identification reference tomarketing field. This paper confirms the important behavior of the interaction throughcustomer identification to the intermediary mechanisms.In this study, including virtual brand interaction, customer identification and its impacton customers’ extra-role behavior, through the way of theoretical and empirical researchmethods to study and discuss the internal logic of the relationship between these threevariables. The main theoretical approach is literature review, virtual communities, brandcommunity, interactive, customer identification, customers extra-role behavior in these areas,and to sort out the concept of induction, construct virtual brand communities are affectedto customers extra-role behavior model, customers agree intermediary variables to study howthey affect the virtual brand community customer-role behavior, and proposed in this study onthe basis of review assumptions. After creating a conceptual model, based on previousresearch, after a small scale sample survey of revision. Again, for a large sample of datapreprocessing, inspection questionnaire reliability and validity, and factor analysis of thevariables for further validation of questionnaire design and data quality. On this basis, themain use of statistical software SPSS and AMOS structural equation analysis to build a virtualbrand community interaction on customer-role behavior of the model and the corresponding hypotheses and revised. Finally, strengthening the construction of an interactive platform toincrease the level of interactive communication between both sides, through incentives toencourage customer participation, the role of behavioral segmentation of customers, toprovide returns for role behavior of customers,asked for these four aspects of virtual brandcommunity managers marketing advice.