Based On Shared Bike:The Influence Of Brand Experience On Brand Loyalty

In recent years,the economy grows stably.The traditional business pattern already can't satisfy the requirement of customers.Economic system is switched from the waste economy to the Sharing economy.Sharing economy is an economic model based on new technologies such as cloud computing and big data.By sharing idle goods or services,Sharing economy can achieve the purpose of saving the social resources.In China,Sharing economy is developing rapidly in traffic,accommodation and so on.Many overseas and domestic scholars focus attention on Sharing economy.Based on the perspective of experience theory,scholars have confirmed that the brand experience is closely related to brand loyalty.But there has no research examined the brand experience in Sharing economy.It is the important research significance in this paper.Bicycle-sharing is integrated by Internet and leasing which aimed to save overall resources.In order to explore the influence of brand experience on brand loyalty in Sharing economy,Bicycle-sharing is regarded as research object.Because of the increasing of Bicycle-sharing service providers and the strict government regulation policies,market competition rising.In one word,It is important to establishing long lasting relationship with customers for brand of shared bike.There is the practical significance in this research.In addition,this study refer to the attachment theory to supply the impact of brand experience on brand loyalty.In the process of using Bicycle-sharing,consumers would have certain brand attachment,and this attachment would stimulate consumer to have brand loyalty.Based on theoretical literature research,we propose some hypothesizes and choose mature scale to measure these variates.We used SPSS and AMOS to analyze questionnaires and got following conclusions:(1)Both of sensory and behavioral experience have significant positive effect on brand loyalty.And the influence of sensory experience is more powerful.(2)All of brand experience have significant positive effect on cognitive and emotional bond.All of brand experience have significant positive effect on brand-self connectedness,except for sensory experience.(3)The cognitive and emotional bond and the brand-self connectedness have significant positive effect on brand loyalty.(4)The cognitive and emotional bond plays a partial intermediary role in the influence of sensory and behavioral experience on brand loyalty.The Brand-self connectedness plays a partial intermediary role in the influence of a behavioral experience on brand loyalty.On the basis of the research conclusion,we suggest that the brand of Sharing economy should providing good behavioral and sensory experience,just like be more aesthetic,useful and take activities to attract users.By constructing brand image and increasing precision marketing,the bond of brand and users is enhanced.Finally increasing the user's brand loyalty.The conclusion applies not only to bicycle-sharing,but also to other Sharing economy industries,...