Exploration and Verification of Consumer Motives During Interactive Participation in Virtual Brand Community

In order to study the motivation of consumers’ interactive participation in virtual brand community, software AMOS18.0 and SPSS21.0 is separately used to conduct the exploratory factor analysis and the confirmatory factor analysis with two independent samples. The research results shows that customers’ interactive behaviors in virtual brand community are mainly motivated by contribution motivation, social motivation, information motivation, economic motivation and pleasure motivation. The first three items, social motivation, contribution motivation and the pleasure contribution influence the behavior more greatly, while the next two items, information motivation and economic motives make smaller contribution to the whole participation motive.