A Research Of The Relationship Of Smart Phone’s User Experience, Brand Attachment And Brand Loyalty

At present, the global mobile phone industry is speeding up the transformation, the mobile Internet business model and business pattern innovation is a profound influence on the competition pattern, innovation speed and application characteristics of the diversification of mobile phone make it become an important carrier of the fusion of information and communication technology, the key entrance of Internet business and an important platform for innovation. China’s mobile phone production and sales are the highest in the world, market share continue to improve, the industrial system become more and more complete. The independent brand mobile phone enterprises grow rapidly, significantly enhance the market competitiveness, many enterprises’ s production and sales are in the forefront of the world. However, the problem of the not strong brand influence and not higher value restricts the further development of China’s mobile phone business, speed up to enhance brand image and brand value is becoming the new pursuit of industry.In twenty-first Century, China has entered the era of experience economy, customer is not only pay attention to the quality of the product or service, more attention is attached to the product or service experience, enhance the user experience has become the main source of competitive advantage of the enterprise market. At the same time, the social product in the overall situation of supply exceeding demand, how enterprises to maintain and enhance consumer brand attachment and loyalty, become a very urgent problem. There are a lot of psychological factors influence consumer brand loyalty.The attachment is an important variable in psychology that has attracted increasing attention in recent years.For how to improve customer for smart phone user experience, to bring users attached to the brand, and ultimately the formation of brand loyalty, expand the market share of enterprise smart phone, thereby raising the overall enterprise brand value, has become the problems to be studied in domestic smart phone business.This paper mainly through carries on the review of the literature systematically to the domestic and foreign scholars research situation about the user experience, brand atta chment and brand loyalty, according to the shortage of present research, this research uses SPSS17.0 and AMOS17.0 statistical software, through descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and structural equation model to test and other research methods, the main study contents include: the first, the user experience effect on brand attachment; secondly, the influence mechanism of brand attachment on brand loyalty; thirdly, brand attachment intermediary role between customer experience and brand loyalty.This paper will make the user experience, brand attachment and brand loyalty as a system to conduct the research, on the one hand, I hope that the study can enrich the research field of the brand, deepen the brand theory, the construction of the user experience research framework to the brand loyalty and brand attachment; on the other hand, this study is hoped to contribute to the smart phone enterprises to establish and maintain brand, clear the user experience on the formation of brand attachment importance, improve service brand loyalty, which are targeted to the formulation of marketing strategy, the promotion enterprise brand premium ability and market influence.