The Effects Of Customer Engagement On Customer Purchase Intention In The Online Brand Community

With the advent of Internet era,more and more enterprises have gradually realized the advantages compared with the traditional online brand community brand community,have to cultivate their online brand community through various channels and create,as the link between customer and strengthen an important platform,thus a large number of online brand communities have emerged.In the online brand community,enterprises to carry out effective interaction with customers through various channels on the one hand,will make customers get more value in the process of consumption,on the other hand,the customer will deepen the understanding of the enterprise,easy to cause the customer emotional resonance,so that customers have a strong sense of trust and satisfaction of enterprises industry,and actively participate in the activities of enterprises to form customer engagement.Customer engagement is a very important part in the process of marketing,it will promote the customer to spread word of mouth,recommend and so on,and then affect the purchase intention of consumers.In view of this,this article in the online brand community environment,exploring the impact of customer satisfaction on consumer purchase intention.Based on the background of online brand community,by reading a large number of domestic and foreign literature on customer fit impact on consumer purchase intention analyses,two intermediary variables by introducing the customer psychological empowerment and brand attachment,variable community identity,first of all,the research hypotheses were made online brand community customer engagement with positive impact on the purchase intention of customer psychological empowerment and brand attachment double intermediary function,community identity regulation between purchase intention and brand attachment and consumer purchase intention in online consumer community empowerment and customer psychology of brand,and build the model based on the assumptions made.Then,the data were obtained through questionnaires,and analyze the data using structural equation,the model,finally get the conclusion of this study,and puts forward some suggestions of marketing strategy for enterprises.