Community Interaction In The Group Of"Domestic Skin Care Products" In Douban

One of the virtual brand community in Douban formed on the basis of the same consumption concept of domestic skin care products. In economics, it means potential market of domestic skin care products, and in communication, the community was regarded as a social group, members of it exchange information through interaction. This paper takes the online skin care products of domestic brands community in Douban as the example, focus on the interactive of community members, analysis the participants, the information, information conversion, and community maintenance.The concepts and methodology of the theory of virtual brand community and community interaction are mainly used. This paper summarizes the results of previous studies and makes systematic study through the method of case analysis. Traditional virtual brand community researches take social groups combining by those who use the same brand products as their objects, it’s different from this study that focus on domestic skin care products users. For this reason, this study uses the existing research as a reference, analysis combined with the actual observed. Use content analysis as the main research method, selection replies greater or equal to100in Douban "domestic skin care products" community as sample for analysis.The result shows:first of all,"domestic skin care products" community consists of community managements, interactive participants. According to the different behavior in interaction, interactive participants could be divided into experience sharers, inquirers, communicators, purchase organizers, respondents; secondly, on the basis of classify participants as different parts, the contents they talk about could be divide into information-sharing, problem-solving, daily interaction, purchase intent; thirdly, members spread word of mouth through interactive communication, convert virtual interactive into actual consumption through initiate purchasing activities; fourthly, interaction maintains community. The sense of belonging and responsibility of members is internal factor that encourage them maintain continuous interaction, the establishment of code of conduct, instant messenger in website, and the web tool that you can point the content you like are the external factors to maintain positive interaction.