随着互联网技术的不断进步与社交媒体的广泛应用，消费者与品牌之间的互动方式发生了深刻变革。虚拟品牌社区作为品牌与消费者深度连接的重要平台，正日益成为品牌营销的关键场域。消费者在虚拟品牌社区的参与风格决定了其在品牌社区中的参与行为和参与深度，不仅是评判虚拟品牌社区运营成效的关键指标，更是维系虚拟品牌社区实现长期稳定发展不可或缺的要素。因此研究虚拟品牌社区中消费者参与风格的变化对于企业品牌营销方面具有重要的意义。 本研究以自我决定理论（SDT理论）为基石，通过对小米社区，华为花粉社区，理想，极氪等新能源品牌社区进行实证研究，发现当消费者在虚拟品牌社区中的基本心理需求（胜任感、归属感、自主性）分别在不同阶段得到满足时，其参与行为将遵循"任务型→社交型→贡献型"的路径进行转变。具体而言当任务型消费者的胜任感积累到一定程度时将会转变为社交型消费者，当社交型消费者的归属感积累到一定程度时将会转变为贡献型消费者，当贡献型的消费者的自主性降低到一定程度时将会转变为社交型消费者。 本研究通过揭示"胜任需求-归属需求-自主需求"三维心理需求的满足程度与参与风格的层级动态关联，构建了消费者参与风格转变的动态模型，本研究突破传统自我决定理论在组织行为、教育心理学等领域的应用局限，创新性地将其引入品牌关系管理领域。验证了SDT的跨情境适用性，深化了理论在数字营销环境中的解释维度，丰富了研究内容，同时本研究根据实证研究结果为企业提出了根据消费者所处的阶段分层运营的需求策略，对企业运营品牌社区带来了重要的启示。

With the rapid advancement of internet technology and the proliferation of social media, interactions between consumers and brands have undergone significant transformation. Virtual brand communities have emerged as key platforms for deep brand-consumer engagement and strategic brand marketing. This study explores how consumer engagement styles evolve within these communities and how brands can effectively guide this transition.Drawing on Self-Determination Theory (SDT), and based on empirical research on virtual communities such as Xiaomi, Huawei, Li Auto, and Zeekr, the study finds that when consumers’ psychological needs—competence, relatedness, and autonomy—are satisfied at different stages, their participation styles shift along a dynamic path: from task-oriented to social-oriented, and eventually to contributive-oriented. Notably, a decrease in autonomy may lead contributive participants to revert to social-oriented behavior.This research constructs a dynamic model of participation style transformation, extending SDT’s application to digital marketing and brand relationship management. The findings enrich the theoretical understanding of consumer engagement in virtual communities and offer actionable strategies for brands to tailor community operations based on users’ psychological and behavioral stages.