Research On The Impact Of Perception Support For Customers On Customer Engagement Behavior In Virtual Brand Community

With the development of social media,the relationship between enterprises and customers is getting closer and closer,and the identity of customers has changed from a simple buyer of products or services to an influencer,promoter and information provider.Traditional marketing management methods of enterprises have been difficult to play a role.Virtual brand community provides a bridge for the communication between customers and enterprises.On the one hand,enterprises can easily understand customers' needs and make targeted updates and upgrades to products and services.On the other hand,customers can quickly understand the products and services of enterprises through the brand community and then they will give their feedback to enterprises.In this process of mutual communication,enterprises actually delegate part of the power to customers and give them the space to fully express themselves.In this way,it can not only promote the generation of customers' sense of achievement and belonging,but also further promote customers to participate in the community more actively and make contributions to the community.Therefore,in order to achieve long-term development,enterprises should strengthen the relationship with customers,take corresponding support measures to cultivate the sense of belonging of customers,and encourage customers to behave in accordance with community development.Among them,how to make customers feel the support of community-led enterprises is particularly important,and perceived community support provides a starting point for the research of this paper.This paper focuses on the virtual brand community established by enterprises.Based on the theories of social exchange and self-categorization,this paper discusses the relationship between customer perceived support,perceived insider status and customer engagement behavior.Since customer behavior is usually affected by both individual and environment,this paper,based on the social interaction theory,introduces proactive personality as the adjustment,and further reveals the internal influence mechanism between perceived community support and customer engagement behavior.The structure of the paper is as follows.Firstly,literature is collected and sorted out,research variables are extracted,research models are established and hypotheses are proposed.Then,six representative members of the mobile phone virtual brand community were given electronic questionnaires to collect research data.Finally,SPSS,AMOS and other software were used for mathematical statistical analysis to draw conclusions.The empirical results are as follows:PCS positively affects CEB(community participation,knowledge sharing and word of mouth.PIS plays a part in mediating between PCS and community participation/knowledge sharing.PP not only positively moderates the relationship between PCS and CEB,but also mediates the indirect effect of PIS in PCS and community participation/knowledge sharing.The research results can help enterprises better understand their role and role in the community,and put forward some suggestions on how to strengthen the management of virtual brand community by transferring organizational support,hoping to promote the long-term development of virtual brand community.