A Study On The Influence Of Community Content Attributes And User Social Interaction On User Participation In Nio Virtual Community Marketing

This study uses the perspective of brand relationship quality to conduct an empirical analysis of 266 users who have joined the NIO of the virtual brand community of Weilai Automobile,in order to examine the proposed assumptions and reveal the reasons why the brand’s investment in the virtual brand community based on social media will improve its social relationship marketing performance.The first goal of this study is to explore the impact of user demand satisfaction on brand relationship quality by using use and satisfaction theory and social exchange theory,because the degree of realization of brand relationship quality is evaluated by users whose needs are met.The second research objective discusses the relationship between brand relationship quality and user participation intention,and demonstrates the important intermediate role of brand relationship quality.The study found that the satisfaction of users’ needs in the virtual community-that is,information,entertainment and social interaction-has a positive impact on the quality of brand relationships.In addition,this study believes that the quality of brand relationship has a positive impact on the user’s intention to participate in the brand behavior,including purchase intention,membership intention and electronic word of mouth intention.This study also discussed the meaning corresponding to the research results,as well as the research limitations and future directions.This paper consists of five parts.In the first part,the research background,research purpose and significance are introduced.The second part introduces the two theoretical bases of this study and the literature review of brand relationship quality and user participation intention.The third part puts forward the research hypotheses corresponding to the research objectives,and introduces the research methods and hypothesis test results.The fourth part discusses the research results,draws some theoretical and management significance,and proposes the future research direction.Finally,the research conclusions of this study are summarized.Through empirical research,this paper proves that brand owners who help users meet their needs can establish strong and in-depth interpersonal relationships with users,thus improving the effectiveness of the vertical-based virtual brand community strategy by enhancing user participation.