The Influence Of Social Presence On Brand Commitment In Virtual Brand Community

The rapid development of Internet techno logy,for consumers and consumers,consumers and enterprises between the mutual communication provides a great convenience and fun,but it is undeniable that it also deprives the direct social contact between the virtual network space member.In a virtual network space,how to maintain a good relationship between enterprises and consumers,enhance consumer brand loyalty and reputation,is the need to seriously ponder network communication under the background of problems of enterprises.In recent years,researchers have focused in the virtual space of social presence,and through the different perspectives of the individual in the virtual network space in social presence,loss and compensation issues,but in the field of marketing,to reveal the virtual brand community social presence in mechanism of the attitude and behavior of members is not be concerned.Therefore,this study is based on social fecilitation theory,social influence theory,social presence theory and related literature community identity theory and review on the construction of the social presence theory odel and brand relationship commitment,to explore other members in virtual brand community on the inherent mechanism of effects of virtual presence of individual tendency of community and brand attitude,the main contents include:First,on the basis of review and review of related literature,this study will be defined as social presence in virtual brand community members of other community members in consciousness,accompanied by and between them in terms of emotional and cognitive correspondence,and divides it into the consciousness of social presence,social emotion telepresence and cognitive social presence in three dimensions.Second,social telepresence based on the theory,this study constructs the environment of virtual brand community social telepresence to encourage mechanism model of community members for the community and brand attitude,and tested through 520 effective questionnaires.The results show that the three dimensions of social presence indirectly affect the relationship between the members of the community and the brand relationship through the community identity,brand identity the two intermediary variables.The innovation of this study is mainly reflected in:it will be widely used in the virtual learning community of social telepresence into marketing context,reveals its structure,and expand the application fields;the two is to establish and verify the social presence mechanism of virtual brand community members brand attitude,confirmed the role of environmental variables the virtual brand community on the individual psychology;three is the background of the network marketing enrterprise provides a theoretical basis and practical reference to carry out effective management of virtual brand community.