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

In: Economics and Finance Readings

Author

Listed:
  • Xin Gao

    (Harbin Engineering University)

  • Guangyi Xu

    (Harbin Engineering University)

  • Gesi Wang

    (Ningxia Institute of Science and Technology)

  • Jianzhong Xu

    (Harbin Engineering University)

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.

Suggested Citation

  • Xin Gao & Guangyi Xu & Gesi Wang & Jianzhong Xu, 2022. "Impact of User Participation Behavior and Participation Emotion on Quality of Users’ Ideas in the Virtual Brand community," Springer Books, in: Evan Lau & Anthony J. Makin & Lee Ming Tan (ed.), Economics and Finance Readings, chapter 0, pages 69-84, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-1720-2_4
    DOI: 10.1007/978-981-19-1720-2_4
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