Research On Influencing Factors Of Passive User Participation In Online Brand Communities

The rapid development of the Internet has made the online brand community more and more advanced and convenient.Various companies have established their own brand communities and connected with customers through the online brand community.Customers are increasingly using the online brand community to communicate with brands,companies and other customers.Customers can promote corporate brand and achieve value co-creation.But there are a large number of users in the online brand community who quietly browse posts and messages without interaction after they join the community,that is,passive users.These users have extremely low participation.The influencing factors and participation mechanism of passive users participating in community activities have become an important task for community.Therefore,this article explores the impact of online brand community characteristics on passive user participation from the perspective of passive user participation,with the user's psychological sense of belonging as an intermediary variable.It provides a new perspective for the classification research of online brand community users,and also has an important guiding role for enterprises to carry out community management and create value.Under the guidance of the psychological ownership theory and the theory of "stimulus-organism-response",this paper builds a research model of characteristics of online brand community on passive users' willingness to participate.The characteristics of the online brand community are divided into six dimensions: information quality,system quality,incentive mechanism,trust atmosphere,reciprocity norms and community integration.Through structural equation model analysis,intermediary and adjustment effect test,the following conclusions are drawn: the information quality,system quality,incentive mechanism,trust atmosphere and community integration of the online brand community can significantly enhance the psychological belonging of passive users;Psychological belonging has a positive effect on the passive users' willingness to participate;Psychological belonging of passive users has a significant intermediary effect between information quality,system quality,incentive mechanism,trust atmosphere and community integration and willingness to participate.The neuroticism of personality traits has a positive regulatory effect on the impact of passive users'psychological belonging on willingness to participate,agreeableness has a positive regulatory effect on the impact of psychological belonging on passive users'willingness to participate,and openness affects the psychological belonging has a positive regulatory effect on the impact of psychological belonging on passive users'willingness to participate.This research not only points out the mechanism of passive user participation in the online brand community,enriches the relevant theories of the online community,but also provides some targeted suggestions for enterprises and community managers.