The Influence of Knowledge Sharing in Virtual Communities on Consumers' Brand Trust: An Empirical Study

To reveal the impact of knowledge sharing in virtual communities on consumer behavior is an important work of current. This paper is designed to explore the relationship between knowledge sharing in virtual communities and consumers’ brand trust by empirical methods. A relationship model of content of sharing, sharing degree and consumers’ brand trust was constructed. The results show: sharing degree in virtual community affects consumers’ brand trust by their trust in brand goodwill; the content of sharing in virtual community affects consumers’ brand trust by their trust in brand capability.