A Study On The Influence Of Customer Interaction In Virtual Brand Community To Brand Loyaltty

With the life rhythm speeding up in the background of Internet and experience.The concept and way of consumption have been changed by technology. The majority of consumers tend to online-shopping around before making up their mind.especially after “the Internet +”plan.which has inspired public entrepreneurial innovation.Compared with traditional brand community. The emerging of virtual brand community has broken the limitation of time and space.which not only helped customer participate but gathered a large number of loyal customers. it has become an outstanding point in modern marketing innovation.How to let consumer get more information in virtual environment,not information overload and how to cultivate their attention and brand loyalty to improve the quality of the customer's decision have become a big problem in marketing practice.This study analyze the mechanism of brand loyalty online from customer interaction. integrating predecessors' theory research with practice. Customer interaction is divided into human-computer interaction,information interaction, interpersonal interaction and behavior.This paper uses customer interaction in virtual brand community as independent variables,community motivation as a moderator,community identity as mediating variables,to build a virtual brand community interaction on brand loyalty model of influence. aiming to how to prove the relationship among customer interaction, community identity and online-brand loyalty.Established on the basis of the model, the questionnaire is designed, referring to previous research results and realistic demand. Two ways of recycling are used for data collection, paper questionnaire and questionnaire star. Firstly we analyze the relationship between customer interaction and brand loyalty.then use SPSS, a statistical software to validate the model and validate whether the assumptions are correct. Finally,we put forward some feasible suggestions, according to the research conclusion on how to cultivate brand loyalty and management innovation.Through the empirical study.this paper concluded as follows:(1)The human-computer interaction and international interaction have significant positive influence on online-community identity.(2) It is consistent with domestic point of view of scholars that Community identify, as an intervening variable, has a positive driving effect on brand loyalty, Cultivating and promoting Community identify is much important.(3)The human-computer interaction and international interaction whose impact on online-brand loyalty is significant enough.According to ideas and result of empirical analysis above.we make some suggestions for marketing enterprises mainly around not the enterprise culture and website module but also innovation of community interaction mechanism and cooperation between enterprise community and individual community and between online-brand community and offline-brand community.