Research On The Influence Of Online Virtual Brand Community User Relationship Management On Consumer Behavior

In recent years,with the rapid development of network information technology,social network,as an important communication channel between enterprises and consumers,has a profound impact on enterprises' brand equity.The increasingly popular social network has become an important channel for consumers to search for brand information.It has become an irresistible trend for enterprises to promote product sales by producing content,interacting with consumers and spreading brands through online virtual communities.Through the interactive utility of generated content,enterprises can strengthen the sense of community identity of consumers,which plays an important role in promoting the loyalty of consumers and sustainable consumption behavior.However,the influence of the external environment makes consumers show different susceptibility.The motivations such as brand preference,continuous purchase,and re-use all show different characteristics.In terms of brand building and community use,consumers often have different perceptions of ease of use and usefulness.Therefore,in the process of implementing brand marketing,it is of great theoretical and practical significance to pay attention to the interactivity of users and study the brand attitudes of users with different perceived ease of use and perceived usefulness,so as to find out the influencing factors to increase consumer stickiness and improve the level of brand community management.For a long time,the academia has shown great interest in brand loyalty.Scholars focus on the relationship between brands and consumers and believe that brand loyalty is affected by the relationship between consumers' brand satisfaction.Therefore,continuous improvement of consumers' trust in enterprises and their brands will greatly enhance consumers' loyalty to brands and thus enhance their willingness to continue to consume.However,fierce market competition and improper marketing strategies make it difficult to promote loyalty quickly.The online virtual brand community provides a new way to cultivate brand loyalty.Different from traditional marketing,online virtual brand community emphasizes on the relationship between consumers by focusing on brand products and services.It builds a non-geographic specialized community among consumers to improve consumers' brand satisfaction and trust.This new form of business,based on ICT and dominated by Internet thinking has gone beyond the limitation of time and space and burst out great vitality and vigor.Enterprises maintain the relationship between enterprises and consumers through virtual online brand community and enhance the brand loyalty of consumers,which is of great significance to implement precise marketing for enterprises.Therefore,many enterprises are actively creating online virtual brand communities and maintaining brand and customer relationship through community operation and management in order to cultivate and enhance customer brand loyalty.At the same time,in the interaction with enterprises and other consumers,the firm users in the community have established a stable relationship around the brand and actively promote the influence of the brand.Based on the existing literature on community identity,network interaction and technology acceptance research,this dissertation constructs a research model of community identity,user interaction utility,perceived usefulness and ease of use,brand attitude.From the perspective of online brand community,I studies the relationship between user interaction utility and sustainable consumption intention and analyzes the mediating role of community identity.The statistical software such as SPSS and AMOS is used to test the theoretical framework and research hypothesis in the study.The results are as follows.The perceived ease of use of users' online virtual brand communities has a significant positive impact on perceived usefulness.The perceived usefulness of users' online brand communities has a significant positive impact on their willingness to continue to consume.The perceived ease of use of users' online brand communities has a significant positive impact on their perceived interactivity.The perceived usefulness of users' online brand communities has a significant positive impact on their perceived interactivity.The perceived interactivity of users' online brand communities has a significant positive impact on their sense of community identity.The sense of community identity of users' online brand community has a significant positive impact on their willingness to continue to consume.The perceived interactivity of users' online brand communities had no effect on their willingness to continue to consume.Therefore,all the research hypotheses are valid except that the influence of perceived interactivity on sustained consumption is not significant.Based on the above results,this paper proposes marketing recommendations.If the enterprise develops the market,it is necessary to improve the interactivity of the online virtual brand community and establish a good relationship between the enterprise and the consumer to enhance its brand loyalty and improve corporate performance.