The Influence Of Virtual Brand Community Interaction On Product Purchase Decision

Nowadays,with the rapid development of Internet technology,brand-oriented consumption has gradually become people's favorite consumption patterns and intension.Social relations with the same use of brand products become brand communities.As a brand management model,brand community can effectively gather consumers and enhance their brand loyalty.Virtual brand community has become the manifestation of brand community in network.It broke through the geographical boundaries of the traditional brand community,and brought more consumers who have same values and interests into the brand community.Virtual brand community mainly refers to network communities or forums which are organized or controlled by fans of certain brands and corporations,with the aim of discussing brand knowledge,sharing brand experience and feelings,such as Miphone community,"Luo Si thinking" community,Apple computer user community,"off-road e family" car community,"autumn leaves PPT" community and so on.This thesis starts with the characteristics of virtual brand community,taking community interaction as independent variables,community awareness as intermediary variable,product purchase decision for the dependent variable,constructing the influence model of community interaction on product purchase decision under virtual brand community.This thesis analyzes how the virtual brand community interaction(information interaction and interpersonal interaction)influence the user's product purchase decision making through the intermediary variable of community awareness.Through the research,this thesis draws the following conclusions:(1)Virtual brand community interaction can have a direct impact on the user's product purchase decision.Mediating variable community awareness(community satisfaction,community ownership,community trust)also have different levels of mediating effect.(2)In the study of the impact of the mediating variables on the outcome variables,the community ownership is of the most importance,followed by the community trust,and finally is the community satisfaction.(3)Based on the previous research,this thesis puts forward some suggestions on how to improve the user's purchase decision in virtual brand community interaction: First,from the perspective of the construction of virtual brand community,including the development of hardware and software;Second,from the virtual brand community management,mainly including the guidance of members to participate and establish a good incentive mechanism;Third,from the perspective of risk control,to provide users with a safe and reliable environment for the purchase.