Research On The Influence Of Consumer Self-concept Congruence On Purchase Intention In Virtual Brand Community

With the universal development of Internet technology in the world,online shopping has become one of the most popular shopping methods today,which has aroused the attention of enterprises to online marketing.As an important way of E-marketing,virtual brand community is paid more and more attention by enterprises.Through the design of a good virtual brand community,concentrate on all types of brand consumers,so as to achieve brand products,corporate activities and other information purposes,so that members of the community through posts,replies to communicate,Share experiences to promote emotions among members and between members and virtual communities.At the same time,the phenomenon of homogenization is becoming more and more serious.Consumers pay more attention to their symbolic value when purchasing goods.Through the exchange of content among their members,the enterprise shapes the brand personality,matches the self-concept of the community members,and promotes the relationship and connection with the members.Make consumers sense of identity and dependence on virtual community,and stimulate their willingness to buy.It is the fundamental purpose of enterprises to obtain economic benefits through virtual brand community.Some scholars have already made some explorations on the will to act in the brand community of virtual society.However,there is no in-depth research on the role of behavior intention from the virtual brand community and consumers.Therefore,this study takes the virtual brand community members as the research object.First of all,the literature of related concepts is reviewed and comment on it.Through the analysis of the relevant literature research,the theoretical model of "virtual brand community characteristics,self-concept congruence-brand community identity-purchase intention" is constructed.Secondly,based on the reading of relevant domestic and foreign literature,and combining with variables,this study compiled a questionnaire for statistical data,the virtual brand community has these dimensions:system quality,information quality,member interaction and reciprocity.The dimensions of self-concept congruence are real self-concept congruence and ideal self-concept congruence,and brand community identity and purchase intention are mostly explored with a single variable.Finally,the theoretical model and hypothesis are verified bydata analysis.The results show that:(1)the four dimensions of virtual brand community characteristics,that is,system quality,information quality,member interaction,the reciprocity norm all present the positive correlation with the brand community identity,among them the reciprocal norm has the strongest influence to the brand community identity,in turn is the member interaction,the system quality,the information quality;(2)there is a positive correlation between real self-concept congruence,ideal self-concept congruence and purchase intention and brand community identity,and ideal self-concept congruence is more significant than real self-concept congruence in the degree of influence on purchase intention;(3)Community identity has positive correlation with purchase intention,and community identity has good intermediary effect.Although there are some unavoidable deficiencies in the research content,there are still some merits in this study.This topic is explored by combining theory with empirical research.Theoretically,this study extends self-concept congruence to virtual brand community.This study attempts to analyze the impact of virtual brand community and consumers on consumption in order to expand the theory of self-concept congruence and enrich the current research on virtual brand community.In reality: through this research,enterprises can realize the importance of the virtual brand community and the consumption psychology of the community members and then provide virtual community operators with how to construct the virtual brand community in theory.It also contributes to the establishment of brand image for enterprises,and provides marketing strategy suggestions for increasing consumer purchasing power and establishing brand effect.