Research On The Influence Mechanism Of Social Capital On The Citizenship Behavior Of Virtual Brand Community

With the development of the Internet economy,the virtual brand community has become an important reference source for consumers to make purchasing decisions and solve post-purchase product problems.Brand merchants also attach great importance to the impact of virtual brand communities on attracting and nurturing loyal consumers.The emergence of virtual brand community not only enables consumers to have a platform for mutual exchange,but also this new marketing management model has given new opportunities for the development of enterprises.The researches of scholars on the virtual brand community mainly focus on brand loyalty,brand identity and other brand relations,while the researches on the citizenship behavior are rarely mentioned.Citizenship is a frontier topic in the field of virtual brand community research.At present,the research on the citizenship behavior of virtual brand community at home and abroad is still in its infancy.There are still few empirical studies,and the theory needs to be further enriched.Psychological characteristics have a great influence on the members of the community,but the research on the moderating effect of self-enhancement on citizen behavior based on the psychological characteristics of consumers is rare.At the same time,some scholars have confirmed the existence of social capital in the virtual brand community,and social capital will promote the perceived value of network members.But how does perceived value affect the relationship betweensocial capital and virtual brand community citizenship behavior and what is the role of social capital in the study of virtual brand community citizenship behavior.These questions are worth pondering.This paper first reviews related concepts and theories,and defines the variables involved in this paper.Based on the research of scholars on social capital,this paper analyzes the relationship capital and structural capital in the virtual brand community.Relationship capital is represented by trust,and structural capital is measured by social interaction.The perceived value is divided into two dimensions:information value and social value.Based on the theory of social exchange and impression management,the logical relationship between variables is derived,the research model is determined,and research hypotheses are proposed.In addition,this paper takes the members of the virtual brand community of mobile phone products as the survey object,selects the mature scale developed by famous scholars at home and abroad,and combines the expert opinions to 'formulate the questionnaire of this research.Use the questionnaire to get the data needed for the study.Finally,through the application of SPSS20.0 and AMOS21.0 analysis software,the data hypothesis of this paper is analyzed to demonstrate whether the hypothesis is true.The conclusions of this study mainly include the following:1 Trust in relational capital and social interaction in structural capital have a positive impact on the perceived value of community members and the virtual brand community citizenship behavior.2 The perceived value of community members is positively affecting the citizenship behavior of virtual brand community.Among them,the social value positively affects the citizenship behavior of virtual brand community,while the information value does not significantly affect the citizenship behavior of virtual brand community.3 Self-enhancement has a significant moderating effect on the relationship between social value and the citizenship behavior of virtual brand community.The moderating effect of self-enhancement on the information value and the citizenship behavior of community was not significant.Therefore,self-enhancement has no moderating effect on the information value and the citizenship behavior of virtual brand community.This paper expands the research on consumer citizenship behavior in the virtual brand community.By studying the social capital in the virtual brand community and the psychological characteristics of consumers' self-enhancement,the application scope of social exchange and impression management theory has been expanded.Finally,the article puts forward some suggestions for brand enterprise marketing:1.Encourage the establishment of a virtual brand community and strongly support the activities of the virtual brand community.2.Establish a trust mechanism that allows community members to feel more value.3.Continue to enrich community content and increase the value of the community.4.Conduct a variety of community activities to enhance social interaction between members.