Research On The Influence Of Virtual Brand Community Interaction On Brand Extension Evaluation

With the rapid development of mobile Internet technology,the Internet network communication has become a part of people's life.Many enterprises use virtual brand community as an important platform for the promotion of the brand and the virtual brand community is becoming the focus of theoretical and academic research.In order to deal with the increasingly fierce market competition and meet the needs of consumers for new products,enterprises often take brand extension strategy to launch new products to enrich the product line.Consumers are the "final judge" of extended products.Whether they accept the product of brand extension determines the result of brand extension.Therefore,this study intends to explore the relationship between virtual brand community interaction and brand extension evaluation from the perspective of consumers and study the moderate effect of consumer innovativeness.In this study,a comprehensive theoretical research and empirical research methods are used,combined with the theory of identity and personality theory.First of all,according to consumer interactive content within the community,the interactive virtual brand community is divided into three dimensions of human-computer interaction,information interaction and interpersonal interaction.Brand extension evaluation will be divided into brand trust,perceived quality of extension products and willingness to buy extension products.The research framework will be constructed to evaluate the relationship between the extension of virtual brand community interaction with the brand,and puts forward the relevant research hypotheses.Then,based on the survey of virtual brand community participants,SPSS and AMOS software are used to analyze the data.The results show that the three dimensions of virtual brand community interaction have a positive impact on the three dimensions of brand extension evaluation,and consumer innovativeness has a positive moderating effect on the relationship between virtual brand community interaction and brand extension evaluation.Finally,according to the research conclusions,the paper puts forward some suggestions for the enterprise construction and management of the brand community,which provides a theoretical basis for the effective brand management of the enterprise.