Antecedents and Consequences of Flow Experience in Virtual Brand Community

Market competition currently becomes increasingly keen. Under this environment, virtual brand community is expected to have greater effect on the consumers´ brand attitude than ever before. This paper studied how information experience and interaction experience influence flow experience, and what role flow experience may play in promotion of participation and formation of brand identification in virtual brand community. Through randomly sampling, this study selected 205 members who had a certain period of networking experience for empirical study. After implementing a structural equation model to test the research framework and hypotheses, this study finds that interaction experience has direct positive effect on flow experience; flow experience has direct positive effect on participation of community and brand identification. At the same time participation of community has direct positive effect on brand identification. Information experience does not help form flow experience. The rational is to provide tactics for practitioners to enhance their abilities to manage the virtual brand community.