Research On The Influence Of Interaction In Virtual Brand Community On Brand Loyalty

Brand loyalty as a core brand value has become an important goal to pursue business marketing. The emergence of virtual brand community has breaking the limit of original community in time and space and strengthening the relationship between businesses and consumers, virtual brand community create a new way to develop consumer brand loyalty for companies. Virtual brand community not only meet the needs of enterprises to promote their products to consumers, strengthen customer relationship management, but also meet consumers’ demands in consulting,entertainment, interpersonal aspects.Researching on how the interaction between consumers and consumer as well as between businesses and consumers to influence brand loyalty in this interactive virtual brand communities will have important theoretical and practical significance.This paper starts from related researches about virtual brand community, based on previous research,it classifies the interaction in virtual brand community into three types which are consumers- website, consumers- businesses and consumers-consumers, and proposes definition of interactivity. Based on the analysis and study of the interaction, this paper selects factors interact with three of the five corresponding interaction factor which have been verified by previous scholars. According to the motivation of consumers joining the virtual brand community and community the realities of interaction between consumers,an interactive factor- sociability has created. In these six interactive factors, ease of use and usefulness corresponding consumers- Web; bi, responsiveness corresponding consumers- business; solidarity, sociability corresponding consumers- consumers.By reviewing researches on brand-trust and brand-loyalty,the factors here for discussing as well as the definition of brand-trust and brand-loyalty are determined.It defines and measures brand trust confidence from three aspects,consumers’ brand ability, honesty, good faith. Also,the same way from attitudinal loyalty and behavioral loyalty to brand loyalty.According to large number of relevant literature, this paper establishes a virtual brand community interaction to affect consumers’ confidence to the brand, which also affects the brand loyalty of theoretical logic, building a conceptual model and proposing hypothesis.This paper chooses a real virtual brand communities- millet community as the object, community members are conducted a questionnaire survey. Then using SPSS and AMOS software for data collection to do equation modeling analysis, empirical study tests the effects of each interactive factor on brand trust, the effects of each brand-trust factor on brand-loyalty. Overall,virtual brand community interaction positively impacts brand trust, brand trust positively impacts brand loyalty.Because this study involves the interaction of a variety of factors which are within the scope of corporate control and management, so this study not only has theoretical significance, but also can provide a theoretical proposal for enterprises to build and manage virtual brand community.