Research on the Continuous Participation of Virtual Brand Community in Decision-Making Based on Social Influence Theory

Abstract

Based on the social influence theory, the influence of virtual brand community members’ perceived value on social influencing factors is discussed, and the influence of social influencing factors on virtual brand community members’ continuous participation in decision-making is analyzed. Through an empirical analysis of the survey data of Xiaomi users in the Xiaomi Community, the results showed that the perceived value of virtual brand community members significantly and positively affects social influencing factors, which also significantly and positively affect the members’ continuous participation in virtual brand communities. Therefore, only by sharing valuable information resources and improving the efficiency of information flow, thereby enhancing the perceived value of the community and increasing the stickiness of members to the virtual community, will we have an opportunity to enhance the interaction among members and effectively promote continuous participation in community activities through the strong bonds formed among members.