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Abstract Because of the development of web 2.0 technology and the emergence of social media, customer to customer interaction（CCI）is becoming more and more frequent in the virtual environment. But the existing CCI studies focus on the physical environment, CCI research in virtual environment is very few. Virtual brand communities, connecing brand, customers and potential customers, have become an important platform for CCI in virtual environment. Using Critical Incident Technique and combining with interactive content, this study explores the dimensions of CCI in virtual brand communities，constructs the five dimensions of product information interaction, positive emotion transmission, self identity disclosure, social etiquette violation and false information, and then subdivides them into ten sub dimensions. On this basis, a measurement scale is developed. Through the reliability analysis, exploratory factor analysis and confirmatory factor analysis, the final scale consists of five dimensions and 29 measurement items, and the scale has good reliability and validity.
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Received: 26 April 2016
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2017, Vol. 14 
