【目的】通過對社交媒體中信息互動內容進行文本分析,以VR產業為切入點,探究在線品牌社群中企業與用戶信息互動的特點以及企業如何通過信息互動來提升競爭力。【方法】使用文本挖掘方法對國內外4家VR企業的社交媒體主頁信息進行采集,并使用NVivo11等文本分析工具對獲取到的信息進行文本分析和數據統計。【結果】數據分析結果表明,國內外在線品牌社群中企業與用戶之間的信息互動存在一定差異,充分利用信息互動可以幫助企業提高用戶粘性,擴大企業新產品信息的傳播,在多個方面提升企業的競爭力。【局限】研究僅限于虛擬現實產業,并且社交媒體平臺僅限于Twitter和微博。【結論】本文構建了在線品牌社群中企業與用戶的信息互動模型,為信息互動提供新的理論研究視角,為企業借助虛擬社區加強與用戶的信息互動、提高競爭優勢提供一定參考。

[Objective] This study conducted a text analysis for social media information interaction of VR companies with the purpose of investigating how VR companies enhance their competitiveness by this type of information interaction. [Methods] We conducted text mining and text analysis of 4 VR enterprise social networking sites by using data analysis tools such as NVivo11. [Results] The results show significant difference between different companies’ information interaction. Online brand communities information interaction can help enterprises to improve the user stickiness and new product information dissemination. [Limitations] We only selected two social networking platforms and one industry in this research. [Conclusions] This study provides a new perspective of information interaction research, and makes contribution to help enterprises to enhance their competitiveness by information interaction in online brand communities.