Research On The Influencing Mechanism Of Online Social Support On Consumer Response In Virtual Community

At present,environmental problems such as energy exhaustion and atmospheric pollution are increasingly serious.In order to solve the negative impact of traditional energy consumption on the environment,China actively advocates consumers to establish green consumption concept and practices green travel lifestyle,and expects to guide enterprises and consumers to cooperate to improve urban living environment.Under this background,new energy vehicles and other emerging green industries emerge at the right moment.Consumers’ attention to new energy products has been constantly increased.However,due to the high cost of searching product information,enterprises still face great challenges in product promotion.The development of the Internet has brought new opportunities for online marketing and knowledge sharing of green products such as new energy vehicles.The virtual community,which integrates the functions of social media and online marketing,creates favorable conditions for consumers to collect information and share experiences.Scholars at home and abroad refer to the information resources and emotional assistance consumers receive in the virtual community as online social support.Current the research of online social support in the field of marketing has just started.At the same time,few scholars have changed the research on green consumption and green marketing from offline real marketing situation to Internet virtual community situation.Therefore,whether the relevant theories of virtual community and online social support can be introduced into the research of green consumption has become the focus of scholars in the field of green marketing.This research by induction online social support and related theory of literature,comb out online social support and consumer response variables,on the basis of previous studies,this study divides the online social support for informational and emotional online social support,through product purchase intention and knowledge sharing intention to explore consumer response,combined with the social exchange theory and indirect reciprocity mechanism,puts forward two psychological variables namely self-enhancement and social connectedness to investigate consumer response mechanism of psychological transmission path and perceived reliability is introduced to explore online social support on consumer response to the boundary conditions.This study constructs a theoretical model that takes online social support as the independent variable,consumer response as the dependent variable,self-enhancement and social connectedness as the mediating variable,and perceived reliability as the moderating variable.Three situational simulation experiments were used to verify the direct effect of online social support and consumer response,the mediating effect of self-enhancement and social connectedness,and the moderating effect of perceived reliability in virtual communities.The experimental results show that online social support has a positive impact on consumer response.Compared with emotional online social support,consumer response to information online social support is more positive.Compared with emotional online social support,informational online social support has a more significant impact on self-enhancement and social connectedness,self-enhancement mediates between online social support and consumer response,as does social connectivity;perceived reliability has a positive moderating effect between online social support and consumer response.This study takes new energy vehicles as an example to explore the internal mechanism of online social support response to consumers in the virtual community,in order to provide a new perspective for the research of green consumption,and provide theoretical strategies for enterprises to promote green products through the way of virtual community.