The Empirical Research About The Effect Of User's Experience On Brand Loyalty

With the developing of economy, people`s standard of living and quality of life have been elevating. Correspondingly, the demand level of consumption has heightened. People`s product & service consumption is not for subsistence only, what`s more, for themselves feelings on psychology and spirit, or for satisfying themselves thirst to emotion, or for the congruence of themselves image, i.e. consumers do not traditionally base their decision-making of consumption on the rational Economic Man. The upgrade of society stage of consumption calls & indicates the coming of experiential economy, meanwhile, which marks the arrival of experience economy. User`s experience is the core of consumption in the new economy. The customer loyalty of driving mechanism will have subtle changes in such background. But how will be the customer loyalty of driving mechanism in manufacture industry, this paper will discuss them.Through three methods of structural equation full model, nester-model and bivariate model, this paper studied the six hypothesis and draws conclusions that in the setting of experience economy, product context has a significant and positive effect on self-congruity and customer emotion, self-congruity has a significant and positive effect on customer emotion and customer loyalty, customer emotion has a significant and positive effect on customer loyalty, but, product context has only indirect positive effect on customer loyalty through self-congruity and customer emotion. Consequently, we can also conclude the customer loyalty of driving mechanism in manufacture industry in the background of experience economy: the direct function and sense experience customer obtains from the use of product can not drive customer loyalty, the two medi-variables self-congruity and customer emotion redound to the indirect effect of product context on customer loyalty. So we can deduce that customer`s higher self-image congruence and more positive emotion can drive customer`s loyalty behaviors more.The conclusions found that the new model——Product Context, Self-congruity, Customer Emotion, Customer Loyalty——supposed in the study is a beautiful model of customer loyalty applied to manufacture industry.Based on the bivariate model, we found the cause of the relationship among variables. Any relation between variables is determined by indicators` effect in the bi-variables. From which we can draw some approaches for management in companies.