The Influence Of Virtual Community Interaction Of Basketball App On Brand Identity

As the reform of sports industry is increasing,the sports consumption of mobile applications in China is developing rapidly,and sports users are active in the virtual communities of various APP(abbreviated as mobile applications),so that the dissemination of sports information is no longer limited to the traditional media.The interaction of sports users on sports content in virtual community is a bridge for consumers to engage in enterprise products.How to let consumers click on their own icons at the first time when choosing virtual community and have an interest in participating in the operation content of virtual community is still the key problem for enterprises to seize the market share.The development momentum of "Sports Internet" makes APP virtual communities emerge endlessly,but the same types of virtual communities on the market APP is confusing.So how to get more cake in the market and attract consumers with distinctive personality or unique style products,letting sports users feel customer value and then generate brand identity on APP,is a key point that enterprises need to concern.According to the previous review and collation of the relevant literature and research,most of them mainly study on the value dimension or interactive participation to generate brand attachment and brand loyalty,but there is not much research on the relationship between virtual community interaction and brand identity.Therefore,this paper starts from the perceived value created by the user’s experience in the virtual community and discusses the role of virtual community interaction in brand identity and the influence of customer perception value in the brand identity,and how enterprises can achieve reasonable matching through different dimensions in the operation of virtual community to enhance the brand identity on APP.In this paper,the virtual community of basketball app is taken as the research objective,the virtual community interaction,customer perception value and brand identity as the theoretical basis,combined with the previous research,choose the virtual community interaction as the argument,including the emotional experience,information experience,interactive experience and entertainment experience four dimensions,customer perceived value as the intermediary variable,including practical value and social value,brand identity as a factor variable.From the perspective of virtual community interaction of basketball app,the research model of "virtual community interaction-customer perceived value-brand identity" is constructed,and the relevant assumptions are put forward.Based on the reliability test,validity test,validation factor analysis of scale and correlation analysis,the structural equation model was used to test the initial model and the following results were obtained:(1)emotional experience,interactive experience,information experience all positively affect brand identity,in which customer perceived value plays an intermediary effect;(2)entertainment experience has no significant impact on social value(3)entertainment experience can not be mediated by social value to influence brand identity formation.In combination with the related research of marketing,new media promotion,sports management,this paper uses the user experience in basketball APP and explores the formation mechanism of virtual community interaction and the influence process of interaction on brand identity with the empirical research method,which aims to find the different influence of the different dimensions of virtual community interaction on brand identity from the theoretical level,and provides the theoretical support for the operation of basketball APP virtual community from the practical level.