Research On The Influence Mechanism Of The Sense Of Virtual Community On Community Interaction Climate

In recent years,due to the development of intenet technologies,the use of virtual brand community's has developed rapidly and has become an important link between enterprises and customers,it can also help companies strengthen connections with their customers.More and more companies are beginning to value and build their own virtual brand communities in order to interact with customers and increase customer loyalty.However,how to effectively manage the community,stimulate the enthusiasm of the members to participate and improve the positive interaction climate of the community has become a practical problem that enterprises need to solve urgently.In order to solve the management issues,this thesis uses the community interaction atmosphere as a variable to measure the performance of the virtual brand community.It explores whether the customer's sense of the virtual community can influence community interaction climate,along the way of individual perception-individual behavior-group performance.Based on previous research results,this thesis divides the sense of virtual community into three dimensions:membership,immersion and influence to describe the members' overall perception of the community.Meanwhile,the community interaction atmosphere and voice behavior are based on the research of organizational behavior and this study believes the interaction climate will be affected by the sense of members.This thesis also attempts to prove that members voice plays a mediating role between the sense of virtual community and the atmosphere of interaction.Individual behavior will be affected by the sense of members,then improve the quality of information shared by members.At result,the interaction climate is promoted.This thesis uses maturity scale to observe each variable and uses SPPSS21.0&AMOS21.0 to test the reliability and validity of the model,in order to ensure the accuracy of the research results.On the basis of passing the overall model test,AMOS 21.0 is used for path analysis of structural equations.The final research results show that the sense of membership,immersion and influence can significantly promote community interactive climate.Based on the social capital and social exchange theory,members will actively implement the voice behavior to enhance the community interaction climate.The community member voice used in the thesis draws on the research content in the field of organizational behavior.At present,there are a few research results on incorporating voice into marketing.Therefore,the conclusion of thesis provides support for the cross-domain use of advice.At the same time,this thesis takes the community interaction climate as a symbol of group performance to measure the value of virtual brands community.It not only enrichs the research results on the sense of virtual community but also confirms it can directly affect group performance.In terms of practice,research results of the thesis help companies to enhance members sense of virtual community,motivate members to participate and gain more customer suggestions.So it helps companies improve their product quality and community services.