Research On Influential Factors Of Knowledge Sharing In Virtual Brand Community Based On Attachment Theory

Virtual brand community is playing an increasingly important role in People's Daily life.With the expansion of the number of users,the function and connotation of virtual brand community are also improving.Virtual brand community has special social structure which can transmit social value.The popularization of the Internet has brought great changes to life,and knowledge sharing has gradually become a ladder for the development of the Internet.As a non-exclusive and reusable resource,how to produce,spread and utilize knowledge has become an important content of knowledge research.Therefore,the research on knowledge sharing comes into being.In the virtual brand community,users share information and resources with each other,and make full use of the knowledge.This way of knowledge dissemination and replication can generate new inspirations for users and help solve various problems.Similarly,knowledge is also the blood of the development and prosperity of the virtual brand community.Therefore,the research on the knowledge sharing of virtual brand community has become an important topic.This paper analyzes the influence of users' attachment to virtual brand community.The user's attachment represents a series of emotional relationships with the community,including personal attachment based on bond,group attachment based on identity and community attachment.Many studies on attachment have shown that these three types of attachment have significant influence on users' behaviors in virtual communities.By combing through a large number of domestic and foreign literatures on attachment theory and virtual brand community knowledge sharing,it is concluded that few scholars have introduced the research on attachment theory into the research on virtual brand community knowledge sharing.Therefore,this study takes attachment theory as the theoretical basis and combines it with the social capital theory to study the influencing factors of the formation of community users' attachment and the influence of attachment on users' knowledge sharing.After summarizing,the author believes that trust and identification in the dimension of relationship,interaction and familiarity in the dimension of structure,and perceptual similarity in the dimension of cognition will gradually generate various attachments to the community.Therefore,the research model of independent variable,intermediate variable and dependent variable was established,in which the relevant factors in social capital theory were taken as independent variables,the three dimensions in attachment theory were taken as intermediate variables,and the knowledge sharing behavior of virtual brand community was taken as dependent variables.In addition,after reviewing the literature,it is found that the user's behavior is the result of the comprehensive effect of self-cognition and environment.Therefore,the author believes that the knowledge sharing behavior of users in the virtual brand community is also influenced by the user's self-cognition and the community environment.Community atmosphere is an important factor to measure the community environment.Data were collected mainly through questionnaires,and 479 valid data were analyzed by statistical analysis software SPSS24.0and SmartPLS3.0.The conclusions are as follows.Trust has significant positive effects on individual attachment,group attachment and community attachment.Identity has positive influence on group attachment.The effects of interaction on individual attachment,group attachment and community attachment were not significant.Familiarity has positive effects on individual attachment,group attachment and community attachment.Perceived similarity has significant positive effects on individual attachment,group attachment and community attachment.Individual attachment,group attachment and community attachment all have positive effects on virtual brand community knowledge sharing.According to the conclusion of this paper,some Suggestions that can stimulate the users of virtual brand community to share knowledge are put forward.First of all,the manager can make the discussion topics in the community more detailed.Secondly,community managers can increase the standard of virtual brand community information exchanging atmosphere.At the same time,due to the limitations of the author's ability and time,there are still many deficiencies in this study.First,the object of this paper is mainly virtual brand community,and the formation of attachment in this kind of community and its influence on knowledge sharing are discussed.However,in other types of virtual communities,attachment formation factors and their influence on knowledge sharing may be different.Secondly,when studying the factors influencing the formation of virtual brand attachment,this paper mainly studies from the perspective of social capital and selects three dimensions of social capital for research.However,for the research of each dimension variable,the relationship dimension chooses trust and identity,while the structure dimension chooses interaction and familiarity.The cognitive dimension chooses the similarity of perception.However,there are many factors in the three dimensions of social capital,and many other factors have been deleted without more detailed studies.Thirdly,the survey data involved in this paper are mainly from the questionnaire platform,and some of the other data are from offline surveys.Due to capacity and time constraints,the data collected is not rigorously filtered.At the same time,as most of the data come from electronic questionnaires,there is no control over the data collection environment,which will also affect the quality of data.Based on the above analysis,this paper focuses on the influencing factors of the attachment formation of users in the virtual brand community and its influence on knowledge sharing.From the perspective of attachment and social capital theory to build the research model of this paper.The research results of this paper can provide certain theoretical basis for future academic research,and have certain practical significance for the future development of virtual brand community.