The Empirical Research On The Factors Of Customer's Continuous Participation In Virtual Brand Community

With the increasingly fierce market competition,virtual brand community,as a new form of network marketing,plays an important role in enterprise competition.At the same time,the rapid development of the Internet has led more and more customers to participate in the virtual community.Customers actively participate in the virtual brand community,share information,socialize and interact in the community,etc.Virtual brand community to maintain a strong vitality and promote the development of enterprises.Many existing studies show that the willingness and satisfaction of customers to participate in virtual communities directly affect the sustained participation behavior of customers and indirectly affect the long-term development of enterprises,so how to build virtual brand communities.And to maintain the continuous relationship between enterprises and customers has become the focus and thinking of many enterprises.Therefore,based on motivation theory,customer relationship marketing theory and technology acceptance theory,this paper takes Weifeng(Apple iPhone Community,Xiaomi Community,Lenovo Community,Pollen Club(Huawei))as the research object.Based on the three-level coding of rooted theory,the relevant motivation factors are extracted from the original data,the basic frame map of motivation factors is established,and the intermediate variable of the willingness to participate continuously is introduced at the same time.Introducing the technology acceptance model to construct the motivation model of customer's continuous participation in virtual brand community.Based on the empirical analysis,this paper studies the motivation factors of sustained participation,the relationship between sustained participation willingness and sustained participation behavior,and tests the hypothesis and intermediary role.The results of factor analysis show that customers' motivation to participate in virtual brand community can be divided into seven major motivations:brand community attachment,social motivation,entertainment motivation,value acquisition motivation,participation reward,self-realization and self-expression.On the basis of the results of this study,a questionnaire was established,and the questionnaire was used to collect the data,and the statistical method of empirical research was used to test whether the seven motivational factors had a significant impact on the customer's sustained participation behavior.The empirical results show that brand community attachment,social motivation,entertainment motivation,value acquisition motivation,participation reward and self-realization have significant influence on customer's sustained participation intention,brand community attachment,social motivation,entertainment motivation.Value acquisition motivation,participation in return and self-realization have a significant impact on customer sustained participation.At the same time,continuous participation intention plays an intermediary role in these seven factors.Finally,based on the research results,this paper puts forward some suggestions to improve the continuous participation of customers in virtual brand community,in order to help enterprises to better manage and operate virtual brand community.