The Dimension and the Impact Mechanism of Perceived Support for Customers

Based on the study of foreign and domestic research,this research carried out deeper exploration of the mechanism that perceived support for customer influenced the willingness to share information. Further,the article made a research hypothesis and used AMOS software to analyze data from Sina Weibo samples to test the hypothesis. The result showed that perceived support for customer played an important role in calculating trust and prompting the willingness to share information. Furthermore,we found that trust was the mediator between perceived support for customer and the willingness to share information. The results identified the new role of enterprise in virtual community,and put forward suggestions to enterprise about how to manage the virtual brand communities through organizational support.