Abstract: Emerging science and technology empower the property service of smart community, which endows more possibilities for its objective existence of “Wu” (Business Model), “Shi” (Operation Mechanism) and the service subject “Ren” (Community Residents). Namely, the community residents can perceive more about the brand value empowered by the smart service. This paper innovatively applies WSR system methodology to the research field-brand value, and investigates the driving factors of brand value based on smart community service mode. Through the empirical analysis of the effective samples by using structural equation model, this paper verifies the hypotheses of driving factors of smart community service brand in the dimension of “Wuli-Shili-Renli”. The results indicate that: (1) The “Wuli” and “Shili” influencing factors of smart community service system are positively related to functional and emotional value of service brand respectively; (2) The information / resource sharing and value co-creation mechanisms of “Shili” influencing factors play an active role in facilitating the consumers' perceptions of functional value of service brand. However, due to the smart community is in the initial stage, the breadth and depth of its service in practice are limited. Moreover, under the influence of traditional community positioning and residents' behaviors, the hypotheses of network / platform operation and brand interaction mechanisms are not supported; (3) In general, functional value and emotional value further have a positive impact on consumers' perceived service brand value of smart community. This study enriches the research on the influencing factors of the consumers' perceived value of service brand and the practice of WSR method in the smart service environment, which provides a meaningful reference and guidance for the smart community brand construction of property service enterprises.

Key words: smart communities, service crand, perceived value, brand engine, WSR system methodology