Research On The Influence Of Consumers' Virtual Brand Community Participation On Purchase Intention Based On WeChat Situation

According to the 43 rd China Internet Statistical Report released in February 2019,the number of Internet users in China has reached 829 million by the end of 2018,of which the computer usage rate has decreased,the mobile phone usage rate has increased by a large margin,and the scale of mobile phone netizens has been Up to 871 million,the number of Internet users using instant messaging has reached 780 million,and the number of WeChat users has continued to grow.Therefore,companies have begun to pay attention to WeChat marketing,and have established various brand communities in WeChat,such as WeChat group and WeChat public account.In these brand communities,companies can enable consumers to keep abreast of brand-related content and various marketing activities,while consumers,businesses,and consumers can communicate with each other,thereby reducing the marketing cost of the company and improving it.Marketing efficiency.But companies should consider how to better use these brand communities in WeChat to carry out marketing activities? In these brand communities,will consumer participation affect their willingness to buy? Based on the above considerations,this paper mainly studies the degree of behavior of consumers' virtual brand community participation and the influence mechanism of motivation on purchase intention in the context of WeChat.This paper firstly reviews the relevant literatures on the participation of virtual brand communities,consumers' participation in virtual brand communities,participation motivation,community identification and purchase intention.Based on this,the research hypothesis of this paper is proposed based on the characteristics of WeChat.Theoretical model.The SPSS24.0 software is used to verify and analyze the collected research data,and the data analysis results are obtained to test whether the research hypothesis is established.Through the previous literature review and empirical analysis,the conclusions of this paper are obtained,as follows:(1)In the brand community on WeChat,the degree of consumer participation has a significant positive impact on community identity.(2)In the brand community on WeChat,the informational motivation and entertainment motivation in the consumer participation motivation have positive influence on group identity and emotional identity.Instrumental motivation and social motivation only positively affect group identity.influences.(3)In the brand community on WeChat,the consumer's community identity has a significant positive impact on the purchase intention.(4)In WeChat,the type of community has a regulatory role between community identity and consumer purchase intention.Finally,according to the conclusion,the following four marketing suggestions are proposed: establish an interactive mechanism to increase the participation of consumers;establish a multi-functional brand community to meet the motivation of consumers to participate;strengthen the construction of brand communities in WeChat,and enhance the community identity of consumers.Different WeChat marketing activities for different types of brand communities.