A Study On The Impact Of Interpersonal Interactions On Purchase Intention In Virtual Brand Communities

The marketing practice paradigm has changed from traditional marketing to relationship marketing.Brand communities that focus on interacting with customers and deeply exploring customer value have become a hot phenomenon in marketing practice recently.A brand community is a collection of relationships formed by companies and consumers who are concerned about a specific brand.It is a virtual brand community that is infiltrated into the modern society of daily life on the Internet.It also contains huge development potential and marketing value.At the same time,the academic community has also paid much attention to the virtual brand community.Previous literature has focused on the research of the outcome factors of virtual brand community interactions,focusing on consumer-level brand relationships and brand sentiment.This article divides the community connection mechanism based on attachment theory into two levels of interpersonal attachment and group attachment,and uses it as a mediator to explain the relationship between interpersonal interaction and purchase intention of community memebers,which enriches the existing virtual brand community theory and make further theoretical development for the consumer behavior of virtual brand community.Based on literature review and literature analysis,this study builds a model between interpersonal interaction and purchase intention in virtual brand community,introduces community attachment as a mediator,and at the same time uses the quality of the information published by the enterprise in brand community as a boundary moderator.In this study,410 questionnaires were issued and retrieved,and the relationship was analyzed empirically using SPSS software and the Process plug-in.Analysis of empirical results shows that the interpersonal interaction of the virtual brand community has a positive impact on purchase intention.Interpersonal attachment based on common ties and group attachment based on common identity play an intermediary role.The quality of corporate information can regulate interpersonal attachment and purchase intention Relationship,but the moderating rolein the relationship between group attachment and purchase intention is not significant.Furthermore,this study puts forward management suggestions for virtual brand community operators: focus on the construction of virtual brand communities,encourage and guide the interaction of community members,and improve the level of management and control of virtual communities by updating information and organizing activities.Maintain brand relationships with consumers and better leverage the marketing value of the virtual brand community.