The Research On The Impact Of User Experience On The Brand Loyalty Of Mobile Fitness Virtual Community

At the beginning,the mobile fitness application was just an information integration platform that provided users with professional fitness services.However,in recent years,along with the consumption upgrades and fitness concepts of users,mobile fitness applications have gradually developed into a full-chain fitness service platform.Not only provide users with information consultation covering sports,life,and diets,but also create online fitness virtual communities and use “sport punching” and “sports for fitness results” to motivate users to adhere to fitness.However,serious product homogeneity and low user stickiness are still the predicaments faced by various fitness APPs.The issue of how mobile fitness applications should focus on siege,occupy the market,and increase brand loyalty needs to be solved.This paper selects the virtual community of mobile fitness applications as the research object.Based on the theory of user experience,virtual community identity and brand loyalty,the user experience is divided into four dimensions: functional experience,interactive experience,information experience and emotional experience.Loyalty is divided into two dimensions of attitude loyalty and behavioral loyalty.From the perspective of user experience in fitness class APP virtual communities,a user experience-virtual community identity-brand loyalty research model is constructed.It is found that the user experience has a role in the formation of brand loyalty.Direct and indirect mechanisms——the direct mechanism is that the user experience of the mobile fitness virtual community directly leads to the formation of brand loyalty.The indirect mechanism refers to the user experience of the mobile fitness virtual community through the intermediary role of the virtual community identification and then leads to the formation of brand loyalty.Based on the above research conclusions,brand owners of mobile fitness applications can start from the following aspects to improve user stickiness and cultivate brand loyalty:(1)Focus on improving the user experience of mobile fitness application virtual communities;(2)Strive to cultivate mobile fitness applications The user's virtual community identity;(3)Integrate brand elements to form a full range of brand value penetration.