Abstract: 【Purpose/significance】The virtual brand community has become an important communication channel between enterprises
and users. How to guide users to help with community development is critical to enterprises. To explore the influence factors and for?
mation mechanisms of user engagement behavior based on self-determination theory.【Method/process】Use the theory of self-deter?
mination, construct a model of influence mechanism of information interaction on user engagement behavior (dedication behavior,
browsing behavior), and explore the mediating role of user commitments (emotional commitments, calculative commitment). Analyze
the 386 valid questionnaires with structure equation model.【Result/conclusion】The results illustrate that information interaction can
effectively promote user engagement behavior, such as contribution behavior and browsing behavior. In addition, our research find that
information interaction will influence contribution behavior through emotional commitment and browsing behavior will be affected by
calculative commitment from information interaction. Overall, compared with the calculative commitment, emotional commitment has
strong impact on contribution behavior. Nonetheless, in contrast to emotional commitment, calculative commitment will produce strong
impact on browsing behavior.【Innovation/limitation】From the motivation perspective, this article explores the differentiation impact
and mechanism of information interaction on different users engagement behaviors, but there is no research on other influencing fac?
tors, such as social influence and community types.