The Effect of Virtual Brand Community Experience on Customers' Participation in Innovation

Virtual brand community has become an important channel for consumers to make their own demands and participate in enterprise innovation, and can meet the psychological needs of consumers better in addition to material needs. However, there is no empirical study of whether the virtual brand community experience will effectively affect the customer's participation in innovation and how it affects it. The article based on the existing research and SOR theory to explore how the virtual brand community entertainment experience through customer psychological impact of customer participation in innovation. The association self-construction is used as the adjustment variable, and the empirical research is carried out through the questionnaire. The research shows that the virtual brand community entertainment experience will promote the participation of customers in innovation, and the customer's psychological authorization will serve as the intermediary role, and the association self-construction will play a negative regulating role.