Research on The Influence Mechanism of Virtual Brand Community Participation on Users' Competitive Brand Attitude

DOI

10.2991/ichess-19.2019.126How to use a DOI?

Keywords

Virtual brand community,community participation,Perceived benefits,Community Commitment,Competitive brand attitude

Abstract

This study explores the influence of virtual brand community participation on consumers' attitude towards competitive brands. This study took mobile phone industry community (huawei, xiaomi, apple) as the research object. The analysis results show that the participation of virtual brand community makes members perceive benefits. In addition, hedonic, social and learning benefits are the main factors forming community commitment, especially hedonic benefits. When members have community commitments,they increase negative perceptions of other competing brands.In addition, UGC level negatively moderates the relationship between community participation and perceived benefits of virtual brands. Finally, this study provides some effective Suggestions for enterprises to improve the community experience.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yinghao Li
AU  - Jianzhen Zhang
PY  - 2019/11
DA  - 2019/11
TI  - Research on The Influence Mechanism of Virtual Brand Community Participation on Users' Competitive Brand Attitude
BT  - Proceedings of the 2nd International Conference on Humanities Education and Social Sciences (ICHESS 2019)
PB  - Atlantis Press
SP  - 601
EP  - 613
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichess-19.2019.126
DO  - 10.2991/ichess-19.2019.126
ID  - Li2019/11
ER  -