The Study Of The Effect Of Virtual Brand Community Experience On Customers' Participation In Innovation

OCustomer participation in innovation is an effective way for enterprises to meet the unique needs of customers in order to achieve greater success,and the development of mobile Internet make the virtual brand community to be a new tool,providing a platform for customers to participate in innovation.But the study on the relationship between customer participation in innovation and virtual brand community experience--as an important factor in the community--is obviously insufficient.In fact,the research about the issue of "the effect of virtual brand community experience on customer participation in innovation" at home and foreign is not sufficient;for example,the influence of different experience in virtual brand community and how to influence cunstomer participation in innovation are not under consideration.Based on the practical and theoretical background,and reviewing the literature the study explored the effect of virtual brand community experiences on customer participation in innovation,and the role of customer psychological empowerment and self construction played in the effect process.According to previous studies,this paper divided virtual brand community experience into information experience,entertainment experience and interactive experience,and the customer psychological empowerment is divided into the right to choose,the right to know and the influence power,then self construction is divided into independent and interdependent.Finally,after determining the research model,this paper draws the following conclusions through the data analysis,in order to make some enlightenment in practice and theory:(1)Virtual brand community experience has significant and positive influence on customer participation in innovation,and interactive experience has the greatest influence.(2)Virtual brand community experience has significantly positive impact on customer psychological empowerment.(3)The impact of customer psychological empowerment on customer participation in innovation is significantly positive.(4)Customer psychological empowerment plays an intermediary role in the relationship between virtual brand community experience and customer participation in innovation.(5)Self construction partly moderats the relationship between the virtual brand community experience and customer participation in innovation,as well as the relationship between customer psychological empowerment and customer participation in innovation.Specifically,interdependent self construction negatively moderats the relationship between information experience/interactive experience/influence power and customer participation in innovation,independent self construction positively moderats the relationship between information experience/right to know/influence power and customer participation in innovation,and moderation of other relationship is not significant.