Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example

摘要

The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the online virtual brand community. Mi Community is taken as an example in this study. The theories of the virtual brand community, interactivity in the community and consumer behavior are introduced, and a theoretical model that reflects the impact of interactivity in virtual brand communities on consumer behavior is built to illustrate the process of interactivity in communities promoting consumer behavior.