The Study Of The Impact Of Brand Loyalty On Virtual Brand Community Interaction

Brand community refers to social groups combining by those who use the same brand products. On the one hand, brand with its own community could effectively assemble consumers together and enhance their brand loyalty. On the other hand, as the emergence of network communication platform, virtual communities come into being which are similar to real communities. In recent years, with the rapid development of the Internet, the traditional brand community is gradually being replaced by virtual brand community.In this study, using the concept of "interactivity" of the sociological research in virtual brand community, analyzing from different dimensions of the virtual brand community interaction, and building a mediation model.The main intention of this essay is how to confirm the relationships between the virtual brand community interaction, sense of community and brand loyalty. Interpersonal (interdependence, influence and entertainment) and information interaction (information collection, connectivity, responsiveness and selective) is how to through the sense of community (community satisfaction, sense of belonging and community trust) to produce the consumer brand loyalty. Therefore, this article build model some assumptions with the impact of community members interaction on brand loyalty in the virtual brand community. And verify and revise those models and hypothesis through analysis the impact of community members information interact on brand loyalty in the virtual brand community with SPSS. In the end, the thesis gives some relevant management advices on how to promote brand loyalty in a virtual environment.Through this research and analysis, several conclusions are achieved:(1)Community interaction impact brand loyalty through the mediating effect of the sense of community.(2)In the study of the impact of community interaction on community awareness, we found that the influence of information interaction on community awareness is greater than interpersonal. The various factors of interaction have varying degrees of impact on the sense of community.(3)Outcome variables have a positive relationship with the mediating variables except that community trust did not have a significant impact on behavior loyalty and community satisfaction did not have a significant impact on the hostile loyalty.(4)Putting forward management suggestions on the basis of previous research on virtual environment to enhance brand loyalty from two angles:The creation and management of virtual brand community, the enterprise customer relationship management.