| Innovation is becoming an important component of business competitiveness due to the rapid development of information technology.No longer satisfied with the innovative resources of internal human resources,enterprises began to exploit external human resources,adding impetus to the innovative development of enterprises.The customer develops from the passive recipient of enterprise output to the important advocate of enterprise production innovation.Therefore,enterprises need to invite users who can generate more creativity and ideas to join the ranks of innovation to effectively promote the development of new products and improve after-sales services.The virtual brand community,as a platform for consumer-firm communication,saves companies a lot of research and time costs as well as making it easier to capture the actual needs of consumers.Community members are more knowledgeable about and interested in enterprise products / services and are better suited to fulfilling their role in participating in innovation than non-virtual brand community members.Corporations are therefore paying increasing attention to the active involvement of consumers in the virtual brand community and to the construction of this innovation collection system.However,not all members of the community are actively involved in innovation,and how to engage customers in innovation is key to an enterprise’s progress.This thesis focuses on the virtual brand community built by enterprises and takes the customers in the community as the research target.this article presents the cognitive-emotional personality system theory and social information processing,and explores the influence of the virtual brand community experience on customer involvement and the mediating effect of positive emotions.In addition,considering that customer behavior is often influenced by the interaction of environment,individual psychology and personality,in addition,this thesis introduces the community innovation climate as regulation,and through normative empirical research reveals the mechanism of intrinsic influence of the virtual brand community experience and customer involvement in innovation.The structure of the thesis is as follows: first,this thesis brings together the existing research literature.The variables necessary in this article are obtained by sorting the analysis,and the conceptual model is constructed according to the logical relation between variables,and finally the research hypothesis is put forward.Secondly,a questionnaire was sent to members of the community of virtual brands of multiple smart gadgets,such as Xiaomi Community and Huawei Community,to obtain research data.Third,the collected data was statistically analyzed on SPSS and AMOS software to test the hypothesis and draw conclusions based on the data analysis.Through the empirical analysis of 353 members of the VBCC,we find that:(1)in VBCC,VBCC experience and customer participation in innovation are positively correlated;(2)Positive emotions mediate the relationship between the virtual brand community experience and customer involvement in innovation;(3)The community innovativeness climate not only regulates the relationship between the virtual brand community experience and customer involvement in the innovation,but also as a mediator of positive emotions between the virtual brand community experience and customer involvement in innovation.This thesis presents some workable suggestions based on management practice at the end of the thesis,such as: enterprises should use virtual brand community platform to provide customers with better virtual brand community experience;Enterprises should pay attention to customers’ emotions,use their strength to mobilize customers to participate in innovation;Create a strong atmosphere of community innovation and provide support for customers to participate in innovation.It is expected to provide reference for the actual management of enterprises,and hopes to provide a benchmark for managing virtual brand communities. |
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