An Empirical Study Of The Impact Of Brand Community Relations To Consumers’Purchase Intention Based On Network Environment

With the development of Web2.0technologies and social networks, virtualcommunities and businesses a platform emerged. Some researchers believe that theconstruction of domestic and foreign brand community brand offers a uniqueopportunity to develop their relationship with consumers, thereby securing the brand’scompetitive advantage is the emerging era of the Internet marketing model. BusinessPractice has proved that the brand through online communities, companies canestablish a relationship with a consumer-centric network, to provide space for furtherdevelopment of the relationship between consumers and ultimately increase consumerwillingness to buy. Therefore, more and more companies recognize the network as abrand community relationship marketing communication leverage advantage. Brandcommunity, not only provides an additional communication channel for the company,but also to ensure the possibility of establishing links with loyal customers. Thesecustomers spend time and effort to engage with the consumer-related activities andshare knowledge with others, thereby increasing the overall level of knowledge andcontribute to a particular product and its accessories. However, compared to othercountries, the theoretical description of the current domestic and empirical research inthis area is also part of the initial stage, the network brand community is how itaffects consumer behavior research process is relatively scarce.In this paper, the virtual brand community relations for internal brandingperspective, the literature review and sort out the brand community, brand trust andpurchase intention, the ultimate goal is to use empirical research method to explainhow the elements of a web-based“Consumer centric model”of brand community(ie,the relationship between consumers and brands, products, companies, and othermembers)to influence consumer purchase intention. By comparing the currentChinese and foreign scholars, the introduction of one-dimensional variable brand trustas a mediating variable. Based on the theoretical model, the brand has been on the300consumers of network communities actual research, and data using correlationand regression analysis and other methods, the results show that: the establishment ofthe brand in a network environment Community consumer/products, consumer/ brand, consumer/corporate, consumer/other members of the four relationships havesignificant positive impact on brand trust and brand trust on consumer purchaseintention have a significant positive impact. Meanwhile, the study found that trust inthe process of transforming the brand brand community interaction related toconsumer willingness to buy between elements in the play an intermediary role.Through empirical research, inspiration and vision for the future of themarketing practices of this article is also discussed. The main contributions are: first,to understand in a way, a web-based environment to provide benefits to its brandcommunity members. Not only to promote information sharing and strengthenedalliance between them customers, but also to consolidate the relationship betweenconsumers and brands, products, companies, and other members, but to promote thepurchase intention; second, the researchers concluded that further consumer behaviorfactors study provides a theoretical basis for the company’s future brand-depthcommunity-based models and innovative marketing strategies instructive; third,highlighted the importance of social networks, the future full sociability, to interactand share a brand community of users The main behavior that maximize the use ofnetworks. It is reasonable to believe that online brand community will play a vitalrole in the future of marketing and development for the market value betweenconsumers and producers to release new vitality.