A Study On The Impact Mechanism Of Online Brand Community Atmosphere On Customer Participation

In the Internet era of rapid change,ease of information transmission and real-time to further strengthen the consumer between individuals,the bond between consumers and businesses.At the same time,the Internet deepen connection relations of customer and brand,also bring the excessive expansion of information.Consumers’ attention become the scarce resources which enterprises will compete for.Business has been committed to looking for effective marketing and customers to establish long-term,stable and lasting customer relationships.Brand community research is in the context of this rise.The research experience of the subject has evolved from the static research of concept definition,feature analysis and so on,and it has been developed to study the formation mechanism of brand community and the mechanism of operation influence.The goal of the brand community is to promote customer engagement,so as to establish long-term good customer relationships and enhance customer brand loyalty.With the rapid development of online shopping,online brand community quickly rise.In the new consumer environment,the online brand community atmosphere factors affect customer participation behavior,which become worthy of study.This study explores the impact mechanism of online brand community atmosphere on customer participation from the perspective of organizational atmosphere.Based on the S-O-R research model,this paper explores the influence mechanism of online brand community atmosphere on customer participation from the perspective of organizational atmosphere,and constructs six dimensions of brand community atmosphere as independent variables,brand community identity as mediator variable,member Time and frequency of use as adjustment variables,customer participation as the theoretical model of the outcome variables,and through the questionnaire survey and empirical research methods to verify.The study found that the six dimensions of the online brand community: freedom,sharing,support,reward,innovation and control have a positive impact on customer participation,and brand community identity in the positive relationship between the two play Complete mediation.Under the intermediary role of brand community recognition,the influence of six dimensions of online brand community atmosphere on customer participation is: reward,sharing,innovation,support,freedom and control.Based on the above research results,this paper summarizes the revelation and suggestion of marketing practice:1.Enterprises in the process of operating online brand community,it is necessary to pay attention to create a community supportive atmosphere,including freedom,sharing,support,reward and innovation atmosphere,but also for the community’s civilized norms to give appropriate control,To ensure the good functioning of the community.2.The establishment of systematic norms of the community atmosphere management mechanism,and equipped with professional community administrators and operators to maintain the community’s activity,improve customer participation.