| Along with the changing consumer trends and reversal of market relations, deepening of market competition and the high cost of obtain new users drive enterprises to establish a long-term relationship with customers. Online brand community provides an interactive exchange platform between enterprises and consumers, and consumers, is seen as a user feedback to enhance brand loyalty, and an important means of cost saving, so as to cause the extensive concern of academic and corporate practice.Existing research of domestic and foreign focuses on the concept and characteristics of online brand community, user participation motivation, and its effect on brand relationship. It also reveals the essential feature of what is and what brings, but how to influence the brand loyalty to its intrinsic mechanism involved was not deep. Based on this, this research reference Mathwick, Xue and Zhou well-known scholar's research framework, from the innovation perspective of social capital to explore its influence on members of the community identity and commitment, and construct the theoretical model in this paper to explain its influence's inner mechanism of brand loyalty. This study through literature review, theoretical assumptions, data collection, Amos structural equation model construction and inspection, through the analysis to get the following conclusion:First of all, There exists social capital in the online brand community set in the social relation network, these social capital that can be perceived or to be used consist of three dimension: the structural dimension, the relational dimension and the cognitive dimension, and also have five factors. Members through the network of the communities was closely relates in together, the deeper of the feelings of these factors, the more it can use or access resources and value in the community.Second, Online brand community members can bring social, information, entertainment, and economic aspects of the resources and the value, through continuous interaction to establish trust relationship, and create social value, and affect members of the community identity and commitment. At the same time, members of the community as the galaxies in different brands, and in the small group of active and engaged in getting the value of the difference.Third, Members of the community identity and commitment has a significant meaning on brand loyalty. Social identity is a member to share knowledge, experience and emotion as well as the premise of building trust relationship. Community members promised to take the initiative to maintain social order and plan to actively participate in community activities, to become a mainstay community. Members of that community identity and commitment, only formed between members closely linked each other, then promote repetitive consumption and recommend purchasing behavior, such as eventually lead to brand loyalty.Finally, this research through the study of Boss Tang management community of actual case, probes into the era of mobile Internet enterprises through cultivating online brand community to maintain the customer relationship, build the interdependence and interaction between enterprises and users to the relationship between the system and get rid of the "trap" satisfaction for the enterprise provides a new direction of marketing to build brand loyalty. |
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