Research on the Impact of Entertainment Virtual Brand Community Members’ Interaction, Identification and Recommendation

Purpose/Significance Along with the exponential development of network information technology is the booming of virtual brand community for entertainment product. The virtual brand community for entertainment product enables members to interact frequently in the community, increase their value identification of the community, inspire their emotional resonance, arouse their willingness to recommend among members and achieve commercial value. Design/Methodology Based on 379 questionnaires, this paper explores the influence of interaction, value identification and recommendation willingness among members of the virtual brand community for entertainment product. Findings/Conclusions The research shows that the interaction among members of the virtual brand community for entertainment product contributes to both psychological and behavior identification, which further promote the willingness to recommend among members. Behavior identification plays a mediating role between psychological identity and willingness to recommend, thus making contributions to the research of virtual brand community for entertainment product.