Research On The Influence Of Customer Innovation Behavior On Online Word Of Mouth Recommendation Intention

Customer innovation is one of the main sources of future value for the company.How to obtain positive word of mouth through customer innovation has become one of the main concerns of the company at this stage.With the rapid development of Internet media,the establishment of virtual brand community has become a new marketing strategy,and it is an important way to make customers become the source of enterprise innovation.Enterprises gather customers in the virtual brand community,and customer can learn about products and brands through information sharing,interaction,which is conducive to build diversified social relationships with enterprises,brands and communities.Research theory and practical experience also show that customer innovation behavior will promote the emergence of word of mouth.Although the establishment of the virtual brand community brings many conveniences to customers and enterprises,the generation of customer innovation behavior does not necessarily bring a intention to recommend the word from customer.The community also has many factors that are not conducive to operation for the community and brand.Based on the virtual brand community context,what positive psychological changes will be brought about by the customer's innovative behavior in the community,and how the company induce the customer's spontaneous online word of mouth intention be further studied.Through the interrelations of literature,the author finds that there are many researches on the process of customer innovation to the word of mouth recommendation intention.However,based on the virtual brand community context,there is still no clear research on the changes of emotion,cognition and attitude.The community identity is the main feature of the brand community,and it has great significance to the development of the community and the brand.Its role in the process of generating the customer's online word-of-mouth recommendation will be worthy for further exploration.Therefore,in order to further explore the formation path of online word of mouth recommendation intention,and based on the S-O-R theory,the social exchange theory and the attribution theory,the study building model that the impact of customer innovation behavior on the online word-of-mouth recommendation intention in the virtual brand community.The sthdy analysis the mediation role of community identity in the community,and discusses the moderation role of online social support between customer innovation behavior and community identity.For the model and hypothesis,this study aims at the groups that participated in the virtual brand community and collects data through questionnaires.The sthdy also tests the model and assumptions by using Mplus7.0 and SPSS17.0 software.The results show that in the virtual brand community,the customer innovation behavior will induce the customer's spontaneous online word of mouth recommendation willingness,and the community identity as a mediation factor.At the same time,the two dimensions of online social support ——affective support and informative support,have a significant positive moderation effect between customer innovation behavior and community identity.Among them,the moderation effect of emotional support is greater than the moderation effect of information support.Finally,the results of this study confirm the importance of community identity and online social support in the virtual brand community.The research conclusions help customers to better integrate into the community,and strengthen the emotion between customers and communities,brands and enterprises,and provide marketing insights for corporate brand community operators.