An Empirical Study of the Relationship Between Knowledge Sharing in Virtual Communities and Consumers Brand Switching Intention

This paper is designed to explore the relationship between knowledge sharing in virtual communities and consumers brand switching intention by empirical methods. The results show: brand use experience has no noticeable impact on consumers brand switching intention in virtual community environment; the degree of sharing through expectation, perceived product quality, perceived value and brand reputation affect consumers brand switching intention; the contents of sharing has no noticeable impact on the consumers brand switching intention.