E3S Web Conf.
Volume 235, 20212020 International Conference on New Energy Technology and Industrial Development (NETID 2020)
|Number of page(s)||4|
|Section||Research on New Energy Technology and Energy Consumption Development|
|Published online||03 February 2021|
Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example
School of Economics and Management, Beijing Jiaotong University, Beijing, China
The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the online virtual brand community. Mi Community is taken as an example in this study. The theories of the virtual brand community, interactivity in the community and consumer behavior are introduced, and a theoretical model that reflects the impact of interactivity in virtual brand communities on consumer behavior is built to illustrate the process of interactivity in communities promoting consumer behavior.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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