The Impact Research Of Online Brand Community, Its Commitment And Loyalty Relationship

Brand community is defined as a specialized, no geographically bound community, based upon social relationships among admirers of a brand in cyberspace. In brand community, the emotional interest of the brand is the link between consumer and community.In order to strengthen the sense of belonging to the brand, the members of brand will organize (by themselves or initiated by the brand owners) an internal recognition ceremony. This behavior makes community members produce the brand logo totemic worship and devotion. This is an extension of the consumer community.As yet, no study has rigorously investigated the specific influence of the characteristics of on-line brand communities on their members’commitment and loyalty in terms of service quality, interaction, and rewards, including their operating mechanisms. Most studies in this area have focused on the factors affecting loyalty to an on-line community or the antecedents of loyalty to a brand or product.This paper examines the influence of on-line brand community characteristics on community commitment and the resulting impact of community commitment on brand loyalty. There are few studies on the impact of online brand community own characteristics towards its community commitment and brand loyalty, this article studies from the perspective of the online brand community characteristics, and its impact towards commitment to the community and brand loyalty, while the online brand community type variables are taken into the model as an adjustment to study the type of online brand community characteristics in an online brand community commitment with the online brand community relationships and roles played.The research program, through the use of questionnaire data validation, features the three types of the role of online brand community brand promise to the community, the relationship between brand loyalty, and online brand community relationships. Analysis software SPSS and AMOS will be used for proposal separately reliability, exploratory factor analysis and confirmatory factor analysis, which examine the direct and indirect effects of the characteristics of online communities for community commitments and loyalty. After data analysis, it shows that online brand community commitment plays a significant mediating effect in an online brand community characteristics and brand loyalty, while the regulation of online brand community type effect is not significant. When it need to manage multiple online brand community, introduce the idea of big data analytics, monitor and manage the online brand communities real-timely, to learn more about the consumers’voice and treat negative.