A Study On The Influence Of The Virtual Brand Community Members' Values On Their Continuous Participation

The combination of traditional brand community and network technology has created a new community form: virtual brand community.As a direct link between enterprises and customers,with its unique advantages,is affecting the customer relationship management in different ways.The primary condition for companies to establish long-term relationships with customers through a virtual brand community is to ensure that the virtual brand community continues to survive and that the continued survival of the virtual brand community depends largely on the willingness of community members to continue to participate.Values as the guidance of all actions is the fundamental cause for the continuous participation of the members.Therefore,this research attempts to from the perspective of values to explore its influence on virtual brand community members continue to participate,puts forward how to improve the sustainable participation willingness of virtual brand community members,and provides a theoretical and practical basis for the enterprise to establish a long-term relationship with users.First of all,this study reviews the literature review of values,virtual brand communities,and continued intention.After that,take the Ximi community as the example,collect a large number of various posts,and then use the methodology of open coding,spindle coding,selective coding of the three-level program to extract the virtual brand community members of the values defined standards,There are corresponding sub-dimensions for the four dimensions of service values,external values,intrinsic values and social values.Each dimension has a corresponding dimension,which involves understanding information,solving problems,materialism,individualism,trust,attachment,self-realization,attribution Sense,social and other 9 categories of items,a total of 24 specific ingredients.On this basis,combined with the original research results of the relevant literature,developing the standard scale of the value.After that,the microscopic data were collected by questionnaire,the hypothesis is tested by descriptive statistical analysis,reliability test,factor analysis and multiple linear regression models in empirical methods.Finally,according to the empirical conclusions put forward the corresponding management measures.Empirical conclusions of this study are as follows:(1)service values of virtual brand community members continued participation will affect significantly;(2)the external value of virtual brand community members continued participation will affect significantly;(3)the intrinsic value of virtual brand community members continued participation will affect significantly;(4)the social value of virtual brand community members continued participation will affect significantly.