Research On The Influence Of Online Brand Community Atmosphere On Member's Citizenship Behavior

With the development of the market and the application of the Internet,the establishment of online brand community has become a new trend.Such as Xiaomi company established by Xiaomi mobile,Tianya forum established by Tianya community,etc.With the establishment of online brand community,consumers with common interests and values have the opportunity to communicate with each other on the Internet.At the same time,according to the participation of consumers,brand merchants can gain more cognition and trust in the activities of communication with consumers,thus creating favorable values for enterprises.The significance of the existence of brand community is to promote the communication with customers and achieve further cooperation,improve the purchasing stickiness of customers,so that enterprises can achieve their operational goals.At present,although the real economy has recovered,the strength of network economy and online shopping can not be underestimated,and then the emergence of online brand community.In this new special consumption situation,the research on the mechanism between online brand community atmosphere and customer citizenship behavior is very important and urgent.At the same time,the rise of online brand communities based on online social media,live platforms and so on gradually occupies the mainstream position,which has the characteristics of decentralization and the essence of "group".Therefore,it is of practical significance to extend the research perspective to the theory of social whole network and social capital,and pay attention to the influence of social environmental factors on the behavior of members from the group level.By combing the existing mature theoretical and literature basis,this study takes organizational climate as a antecedent variable to explore the impact of online brand community climate and member citizenship behavior.Based on the stimulus organism response theory,a theoretical model is constructed.The model takes online brand community atmosphere as an independent variable,interpersonal trust as an intermediary variable,and member citizenship behavior as a result variable to put forward the research model and hypothesis.Combined with the existing mature scales at home and abroad,through the questionnaire form of practical survey and the tools spss24.0 and amos24.0,the hypothesis is tested Card.The empirical results show that the supportive and controlling atmosphere in online brand community has a positive effect on the citizenship behavior of community members,and the cognitive and emotional dimensions of interpersonal trust play a part of intermediary role in the positive relationship between the two.This study enriches the theoretical research on online community citizenship behavior.Based on the research conclusions,it provides strategic guidance for promoting theformation of community atmosphere,and also provides a new perspective for enterprises to manage the members of the community.