The Study Of The Impact Of Online Brand Community Members' Psychological Compatibility On Community Performance

With the advent of web 2.0 and the rise of social media,consumers are no longer passively accepting brand advertising,but voluntarily join favorite online brand communities,browse the latest information and interact with others.These changes improve the online brand community's strategic position in the company.However,how to improve the performance of the online brand community has become a key issue.The existing researches on community performance are mostly based on the perspective of social network relations and the motives of community members.They have not been thoroughly examined from the perspective of psychological compatibility and interpersonal justice among community members.Therefore,this paper empirically explores how the psychological compatibility of online brand community members affects community performance by affecting interpersonal justice and community identification.This study also further enriches researches about community performance and provide new ideas for managing communities.This article first defines online brand community,sorts out the researches about justice perception and chooses interpersonal justice as the research object,introduces group engagement model,and briefly describes the community performance and its dimension.Secondly,based on fairness heuristic theory and social identity theory,the paper builds the model of psychological compatibility on community performance(sustained participation intention,knowledge sharing intention and brand repurchase intention)with interpersonal justice and community identification as intermediary variables.The author adopts questionnaire method to collect data,with 636 valid responses in 9 brand communities,e.g.Huawei,and tests the model with regression analysis and Bootstrap method through SPSS21.0?AMOS17.0?MPLUS7.0.The study finds that online brand community member's psychological compatibility has a positive influence on members' sustained participation intention,knowledge sharing intention and brand repurchase intention.Specifically,sustained participation intention,knowledge sharing intention and brand repurchase intention of members are partially mediated by both interpersonal justice and community identification,which also play a chain intermediary role in the process.