Factors Influencing Consumer Opinion-Giving Intentions in Online Brand Communities: An Empirical Study

Establishing an online brand community is currently an important brand management tool for enterprises. In the management process of online brand communities, the opinions provided by consumers can both drive product innovation and provide insights to other consumers. This study selected factors that can enhance consumers' opinion-giving intentions from two aspects: brand-related and community-related. This study takes China's largest online brand community "Xiaomi Community" as the research object, and collects 335 questionnaires from Xiaomi Community users for hypothesis testing. After hypothesis testing, this study found that brand psychological ownership, brand trust, brand identification, perceived community support, and perceived social interaction can positively influence consumers' opinion-giving intentions.