Research On The Effect Of Information Quality To Members’ Continuance Intention In Virtual Brand Communities

Recently, the domestic virtual brand community after explosive growth has entered the adjustment phase, and users love for virtual brand community become more and more rational. Many brands of virtual communities appear churn phenomenon. In this case, maintaining and increasing the user’s continue intention to use the virtual brand community is the key to survival. At the same time, from the micro level, due to the anonymity of the characteristics of the network, a lot of false information fill in the community, users are difficult to filter information, which will greatly affect the continued intention. Virtual brand community is the marketing academic research focus, but few scholar make the research about the effect of information quality to the user continued intention.Virtual brand community is a new community platform which based on advanced information technology and network communication technology.Representing the results of the application of information technology, it can be regarded as a information system. By combing the previous findings, we find out most scholars in the study of information systems continued intention, mainly in the theoretical basis of Expectation Confirmation Theory and Information System Model of Continuous, and add new variables, or combine other theories.Previous researches were mainly in angel of system characteristics,useful and interesting,few of information intention.The research of information quality are mainly in the field of information science, information science, etc.Few scholar made the research in the angle of virtual brand community,and most scholars refer to the information quality as a first-order variable,this paper refer information quality into four dimensions, as a second-order variable.The paper is based on the Information Systems of Continued Use model,constructing the research model of effect of information quality to continued intention.The results show that the model can reasonably explain the continue intention, but also proved that the degree of effect of information quality to continued intention.This paper adopts the method of empirical research,release questionnaire by the method of network distribution and field investigation,revises and complete the questionnaire according to the pre-research results,Finally, develop formal questionnaire for this study.Descriptive statistical analysis, reliability analysis and exploratory factor analysis were performed using SPSS 17.0 on the sample data.Using AMOS 17.0 to verify the data of the sample factor analysis, structural equation analysis, the mediating effect analysis, Finally prove that all assumptions are established.In addition, the results of empirical analysis show that the the model of this paper is reasonable.In the four dimensions of information quality, the greatest impact on the continued intention is the quality of the information content, the second is the quality of information utility and the quality of information expression, and finally the quality of the information carrier.At the same time, the empirical analysis proved that satisfaction partially mediate the information quality and the continued intention.Finally, according to the conclusions,the paper offered several management recommendations,analyzed the limitations of this study,and proposed future research prospects.