The Research On The Influence Of Member Interaction And Psychological Ownership On Community Promotion In Virtual Brand Community

With the rise of social media and “fan economy”,more and more enterprises begin to build virtual brand communities to strengthen ties with consumers,so as to better meet consumer needs.Virtual brand community avoids the constraint of offline community in geographical area and provides consumers with a broader interactive space.Community members can browse rich information in the community,express their personal feelings about the use of products and services,seek the help of other consumers and make new friends.By participating in community interaction,the attitudes and behaviors of community members may change.Good interaction is conducive to triggering positive attitudes and positive behaviors of community members towards the community.Among them,the consumers' community promotion behavior is of great significance to the new members' joining and the sustainable development of the community.In practice,enterprises pay more attention to the promotion of virtual brand community through promotional activities,social media and so on,but pay less attention to the consumers' promotion behavior.Therefore,this paper introduces the psychological ownership which has been applied in the field of marketing in recent years into the environment of virtual brand community,and studies the influence of interaction among members of virtual brand community and psychological ownership on community promotion.In addition,different community members participate in different ways of community interaction,this difference may have different effects on the change of members' attitudes.So this paper analyzes the differences of the two types of participation in the process of the interaction of community members on the psychological ownership.Firstly,based on social exchange theory and social identity theory,this paper reviews the concepts,development and application of the above-mentioned theories,and then reviews the literature of the main research variables,such as the interaction of community members,psychological ownership,community promotion and the types of members' participation at home and abroad.Based on the results of literature review,this paper puts forward the research hypothesis the influence of the interaction of community members and psychological ownership on community promotion,and constructs a research model with psychological ownership as intermediary variable and member participation type as moderator variable.Next,the paper designs questionnaires to study various variables by referring to relevant literature,and collects data on the selected sample data acquisition platform by using the method of questionnaires.In the data analysis stage,the paper makes descriptive statistical analysis of the sample data firstly,and then analyses the reliability and validity of the relevant scales in the questionnaire,and tests the common method deviation.After confirming that the data quality meets the research requirements,this paper tests the research hypothesis with the help of structural equation model analysis software,and analyses the mediation and moderation effects in the model.Empirical analysis shows that: human-computer interaction,product interaction and interpersonal interaction of community members have a positive impact on psychological ownership and community promotion,while psychological ownership has a positive impact on community promotion.Psychological ownership plays anintermediary role in the process of human-computer interaction,product interaction and interpersonal interaction on community promotion.For different types of community members,human-computer interaction has a greater impact on the divers' psychological ownership,while interpersonal interaction has a greater impact on the posters' psychological ownership.Based on the results of empirical research,this paper puts forward the following decision-making suggestions for the management of virtual brand community: strengthening the construction of community platform,encouraging the interaction of community members;paying attention to the feelings of members,actively cultivating the psychological ownership of community members;analyzing the characteristics of members,enhancing the inclusiveness and personality of the community.In short,business managers should give full play to the important role of virtual brand community in contacting consumers,constantly improve the operation and management of the community,create conditions for good interaction among consumers within the community,strive to arouse the sense of belonging and identity of members of the community,generate psychological ownership of the community,and then independently promote the community to other people and promote the community's long-term and healthy development.