Impact of User Participation Behavior and Participation Emotion on Quality of Users’ Ideas in the Virtual Brand community

Xin Gao (), Guangyi Xu (), Gesi Wang () and Jianzhong Xu ()
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Xin Gao: Harbin Engineering University
Guangyi Xu: Harbin Engineering University
Gesi Wang: Ningxia Institute of Science and Technology
Jianzhong Xu: Harbin Engineering University

Chapter Chapter 4 in Economics and Finance Readings, 2022, pp 69-84 from Springer

Abstract: Abstract This article uses data mining to obtain the data of the virtual brand community and uses natural language processing technology to process the user’s post information, builds a mechanical model of the impact of user participation behavior and user participation emotion on the quality of users’ ideas (QUI), to explore the impact of users’ participation behaviors and emotions on QUI in the virtual brand community. The empirical results show that the depth and breadth of user participation have a significant positive impact on QUI; the emotional of user participation (EUP) has a significant negative relationship with QUI; the depth of user participation (DUP) positively moderates the relationship between the breadth of user participation (BUP) and QUI; EUP negatively moderates the relationship between DUP and QUI.

Keywords: Virtual brand community; Participation behavior; The emotional of user participation; The quality of users’ ideas (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-1720-2_4

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DOI: 10.1007/978-981-19-1720-2_4

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