Empirical Research On The Influence Of Brand Experience On Brand Loyalty Based On Shopping Website

In recent years,the network shopping began to be accepted by consumers Chinese and widely respected,between the shopping site enterprises more competitive.Because online shopping environment is different from the shopping environment,the consumer experience more emphasis on online shopping environment brand.A positive brand experience to attract consumers to the shopping website brand impression,but the company's brand assets is to have more loyal consumers,so clear brand experience on brand loyalty is particularly important and what impact.This study selects the shopping website brand as the research object,stands in the consumer's individuality perception angle,establishes the brand experience and the brand loyalty influence research model,in this model,has added the intermediary variable brand trust.The relationship between the three is discussed.In this paper,brand experience is divided into four dimensions:functional experience,communication experience,emotional experience and associated experience,which are measured with 23 items,and brand trust is divided into three dimensions:quality trust,good behavior trust,ability trust,and 13 subject items.Brand loyalty is divided into two dimensions:attitude loyalty and behavioral loyalty.On this basis,the conceptual research model of this paper is constructed,and based on the model,four main assumptions and 16 sub-hypotheses are put forward altogether 20 hypotheses.Then,410 effective questionnaires were collected by both online and offline methods.Then the sample information of the collected questionnaires was analyzed by software SPSS21.0 and AMOS24.0,and the research hypotheses were verified by various analytical methods.The results all support the hypotheses of this paper.The results show that the brand experience based on shopping website can positively affect brand loyalty,brand experience positively affects brand trust,brand trust positively affects brand loyalty.Brand trust plays an intermediary role in the relationship between brand experience and brand loyalty.According to the conclusion of the research,shopping website enterprises should take various ways to increase the positive brand experience of consumers in the aspects of product,website,service,communication,emotion,association,etc.Or to take other brand building strategies conducive to increasing consumer brand trust,and then enhance consumer brand loyalty,achieve the purpose of increasing their brand equity,and contribute to the further development of enterprises.