Research On The Impact Of Virtual Brand Community Interaction On Brand Trust In The Context Of Consumber Upgrading

In the context of consumer upgrades,consumers pay more attention to product quality and brand,with the rapidly development of mobile Internet,the market has formed a consumer group composed of consumers,This group provides a space for consumers and brands to interact with each other,virtual brand community emerges with the development of the times.Virtual brand community as a new marketing tool bring new opportunities and challenges for enterprise brand marketing.as a virtual information exchange platform,When it serves information and emotional communication on the web,there's a question of trust.The virtual brand community is for the brand service,the brand trust will exist.Brand Trust plays a very important role in maintaining the mutually beneficial relationship between consumers and enterprises,creating brand assets and so on,therefore,it is the focus of marketing activities to cultivate and maintain the trust of consumers to be the brand of enterprises.Therefore,it is very important to study the brand trust of the virtual brand community to carry out the marketing advantage of the enterprise and gain the competitive advantage.This study is based on the virtual brand community platform,select the three variables of community interaction,community identity and brand trust,and systematically analyze the key dimensions of each variable.Through theoretical analysis and interview research,this paper puts forward the hypothesis and construction Virtual Brand Community Interaction on Brand Trust Theory Model.First of all,this study takes the virtual brand community interaction as the starting point,based on the SOR model theory,the relationship marketing theory and the identity theory,discusses the virtual brand community interaction(including two-way communication,customer participation and joint solution),virtual brand community identity(Including brand identity and brand identity)on the brand trust(including brand reliability and brand behavior intention);Secondly,after the proposedhypothesis and construction model,combined with the theoretical analysis of the design of the survey scale,select a representative of Huawei The community as a research object,to its registered members of the questionnaire,through the depth of interviews and questionnaire results,the use of reliability,validity analysis and structural equation model path analysis and other statistical methods to test the hypothesis,the results show that;(1)Apart from the influence of the joint solution on the group identity,the social interaction dimensions have a significant positive effect on each dimension of community identity.(2)Each dimension of community identity has a significant positive effect on the dimensions of brand Trust.(3)Community identity has some mediating effect between community interaction and brand Trust.Finally,on the basis of the systematic analysis of the research conclusion,the following four suggestions are put forward for the management of corporate brand community:(1)promoting community participation and enhancing community identity;(2)meeting customer needs and promoting continuous participation of members Interaction;(3)organize activities under the line to enhance community membership;(4)shaping the brand a good image,the formation of community culture.