The Impact Of Knowledge Sharing On Consumer-brand Relationship In Virtual Communities

With the development of mobile internet technology and the rise of social media,The openness convenience features of virtual community makes it occupy an increasingly important position in people's life.Consumers share brand knowledge and experience to realize their own value and gain recognition,Search for information and browse reviews to learn about branded products and reduce buying risk in Commodity virtual community.companies treat social media as the principal channel to be engaged with consumers and build long-term relationships In order to win in the market competition.Whether knowledge sharing in virtual communities will affect the consumer-brand relationship? What characteristics of knowledge sharing affect consumer-brand relationship,and how this works? For solving these problems,learning SOR model,this paper construct a research framework for the influence of knowledge sharing on consumer-brand relationship in virtual community,The independent variable was divided into knowledge sharing quality,professional competence,community status use information acceptance model,sense of virtual community used as the mediating variable,to research on the impact of consumer-brand relationship with product involvement as the regulating variable.Designing questionnaire,gathering and analyzing data to test the proposed theoretical model and the hypotheses by statistical software SPSS and AMOS.Empirical analysis shows that knowledge sharing quality has significant positive effects on the sense of virtual community which divided into sense of membership and immersion,Community status of the sender also positively affect the generation of sense of virtual community while the effect of professional competence of the sender on sense of virtual community has not been verified.The sense of membership and immersion have significant positive effects on the four dimensions of consumer-brand relationship strength,commitment,intimacy,satisfaction and self-connection.sense of virtual community is a partial mediator between the knowledge sharing and consumer-brand relationship.The moderating effect of product involvement on the relationship between knowledge sharing and virtual community sense has not been verified.According to the research conclusion,this paper puts forward some Suggestions for companies maintain consumer-brand relationship.the innovations are as follows:(1)The influence of knowledge sharing on consumer-brand relationship is studied from the perspective of receive,above 70% user of virtual community participate in for get information,it is of great significance to study the influence of knowledge sharing on the receivers.(2)There are relatively few researches on the after-effects of knowledge sharing,consumer-brand relationship is a hot topic in theory and practice,The research on the after-effects of knowledge sharing from the perspective of relationship enriches the research achievements in this field.