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

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.