Comparative Study Of Participation Motivation Of Leader User And Ordinary User In Virtual Brand Community

With the development of Internet technology,the combination of enterprise and network technology is more and more closely,and the virtual brand community is becoming more and more widely in the enterprise application.Many enterprises try to set up their own virtual brand community in order to absorbing more user resource.And how to attract more users to participate in the virtual brand community also became a matter of the concern of academia and industry.Lead user regarded as the key people in the community,can not only promote the development of community planning,but also have extensive demonstration effect in the formation and propagation of enterprise brand reputation.Therefore,how to identify the lead user groups in the community,and compare the difference between the lead user and ordinary user about participation motivation and participation behavior have become a concern of this paper.In addition,this article found that only a few studies considered the motive analysis for different user groups,so this article mainly aims at leading user participation motivation and participation behavior.This article firstly reference the virtual brand community,virtual community of users classification,the virtual brand community user participation motivation and the behavior of participation in the literature review.Then compare lead user and ordinary user using the concept model based on the theory of motivation behavior,and propose the corresponding research hypothesis.Then the survey is conducted in millet community through the questionnaire star channel,and analyze the data using statistical software.According to the results of the investigation and analysis,this thesis get several important research conclusions:First,the motivation of ordinary user to participate in virtual brand community mainly include cognitive demand motivation,leisure motivation,social motivation and economic interests of motivation.Second,the motivation of lead user to participate in virtual brand community mainly include cognitive demand motivation,uniqueness motivation,control motivation,leisure motivation,social motivation and self motivation.Third,compared with the ordinary user,the uniqueness motivation,the control motivation and the self motivation of virtual brand communities on the effects of lead user is more significant.And the economic interests of motivation for lead user participation behavior had no significant influence.Finally,based on the research conclusion,this article put forward some management suggestions and practical implications.