Research On The Influence Of Perceived Social Value Of Virtual Brand Community On Community Identification

With the development and progress of the Internet technology,the traditional offline brand community has been unable to meet the real-time,diverse and convenient social needs of consumers,and the birth of the virtual brand community provides convenient conditions for consumers to have "cross-regional,multi-frequency and low-cost communication".In addition,as a typical platform for value co-creation,virtual brand community can not only provide consumers with perceived values such as information value,entertainment value,social value,but also bring benefits to the platform when consumer interacts with each other on the platform.As an important channel to connect consumers,brands and other consumers,virtual brand community is also a collection of social relations.The social value perceived by consumers in the process of community interaction is the premise of influencing the establishment of harmonious community relations,and the key to driving consumers to participate in the community and form the sense of community identity.Based on the research background of virtual brand community,combing the related research of perceived value,harmonious community relationship and brand community identity,this paper takes the perceived social value of virtual brand community as independent variable,brand community identity as dependent variable,community relationship as mediator variable,and considers the perception of social value of consumers with different involvement degrees It will also be different.This paper also tests the moderating effect of consumer involvement.This paper measures the perceived social value of the community from two dimensions of self-expression and social interaction,and explores how it can affect the brand community identity by improving the relationship between consumers and brands and between consumers and other consumers.Through collecting the data of several brand communities,and processing and analyzing the data with SPSS and Amos software,this paper finally draws the following conclusions : self expression and social interaction value positively affect brand community identity,and there is a correlation between self-expression and social interaction;harmonious community relationship(including consumer brand relationship and consumer other consumer relationship)positively affects brand community identity,and plays a mediating role between community perceived social value and community identity;consumer involvement can positively moderate the impact of community perceived value on community relations.This study not only enriches the research on the antecedent variables of brand community identity,but also creatively takes the two dimensions of community relationship as mediating variables,enriches the research on the formation mechanism of brand community identity,and further provides practical suggestions and management enlightenment for the establishment of an efficient,active and user-friendly online community.