Research On Network Brand Loyalty Driven Model Based On Consumer Interest Theory

With the development of mobile Internet technology and mobile payment,shopping has gradually become a part of people's life,and then there are some online brands that rely on the network to sell.Compared with the physical brand,the network brand is more virtual,and the quality,packaging and cognition of the product or service are not easily perceived,and users are more likely to feel insecure.Network brands have a shorter life cycle and faster replacement.Only customers who have a long and repeated consumption can stabilize their interests.Therefore,it is of practical significance to study the loyalty drivers of some emerging network brands.There are currently about network brand loyalty driving empirical study is not perfect,this study from the existing traditional brand loyalty,and network literature,this paper in reference on the basis of predecessors' theory,combined with the characteristics of network brand,determine the research topics and research methods in this paper.This paper mainly combines theory and empirical research to study the driving effect of network brand characteristic variables on network brand loyalty under network consumption scenario.According to the characteristics of the network brand,this study extracted four factors,which affect the brand awareness and brand emotion: web experience,review assessment,network brand quality,brand symbol,network brand quality assessment mainly embodies the function of interest,and comments on web experience mainly embodied experience interest,interest network brand symbol mainly brand symbol.Based on the theory of consumer interest and brand relationship theory,from the brand cognition(network brand recognition),emotional(network brand trust),behavior(network)brand loyalty to the brand,build the network brand loyalty model.In the middle and late stage of work,quantitative empirical analysis is the focus,and theoretical analysis of empirical data is supplemented.In this study,334 valid data were collected through questionnaire survey,and descriptive statistical analysis,reliability and validity analysis were carried out using SPSS software.AMOS software is used for data convergence,interval validity analysis and the fitting and hypothesis testing of structural equation model.The results show that the hypothesis is not valid except network brand quality and brand trust.Web experience,comment evaluation,and online brand symbol will influence brand loyalty through brand recognition.Brand quality has no significant effect on brand cognition.This study suggests that there may be other variables that play a complete or partial intermediary role between brand quality and brand cognition.Another reason may be that consumers' focus on the value of online brands is slowly shifting from functional to experiential or symbolic.In addition to the website experience,the trust of the network brand has not been verified,the comment evaluation,the network brand symbol,the network brand quality will influence the loyalty of the network brand through brand trust.Web experience of network brand trust not verified,consumers to the brand and web experiences the connectivity of the weaker,the consumer's perception of network brand web experience could not promote the formation of the brand emotion.Network brand cognition is positively affecting network brand trust,network brand trust positively affects network brand loyalty,network brand cognition is also positively affecting network brand loyalty.From the point of view of network brand,this paper validates the brand relationship model again.Finally,based on the empirical results,this paper puts forward some practical Suggestions for the brand loyalty of online merchants.Points out the prospect of research in this paper,the research limitations and,also some deficiencies in the process of research,with a lot of in-depth study of space,follow-up study can fill these deficiencies,for further discussion.