Research Of Virrual Brand Community Incentive Policy On The Effect Of User Participation Behavior

With the development of virtual brand communities,more and more companies and operators choose this new way of marketing.Virtual brand communities as the typical platform that members exchange information between members and enterprises get the promotion and the attention of scholars.User is the core of virtual brand community resources,and user interaction is the foundation of virtual brand community benign development,the interaction of all information interaction based on user participation behavior.In fact,process of the operation of virtual brand exists user inactive problem,user login virtual brand community,just passively receiving information,rather than active contribution information.Such user too much,would be contrary to the virtual brand community operators hope that users can information interaction in the platform,will also threat to long-term development of virtual brand community.Therefore,how to improve the activity of the user become one of the major problems.Virtual brand community's incentive policy as the important influence factors,was adopted by the operators,it has a strong operational and research value.This article theoretically the incentives of virtual brand community to the mechanism of action of user participation behavior,and reveals the user within the community and social influence motivation of regulating role in the process,thus established the theoretical model and the dynamic panel data model research,and put forward relevant assumptions.Under the background of big data,we use the Python program for Meizu community of 19008 users to crawler the data.The empirical results indicate that monetary incentive policy,activity incentive policy and social incentive policy have positive significant effect on user participation behavior;Influence has its strength degree,different users in combination with the influence of different incentives to participate in behavior,that influence in the direction of regulation,the role of the effect will be different.Different users into the virtual brand community social motivation,strong and weak points of the social desires,according to different incentives for participation behavior,the influence of the strength of the social motivation would have a different direction with respect to the manner of the influence of different adjustment.And according to different incentives for virtual brand community enterprises and operators put forward the corresponding suggestions.