| The development of Internet technology in today’s society is very influential,as the Internet virtual community products play an increasingly important role in the field of sports brand.Virtual communities provide a space for Internet users to communicate,and people can express their opinions,exchange ideas and transmit timeliness information in virtual communities.But for the sports industry,the use of virtual community to promote the sports brand and products is a very effective marketing means.Brand loyalty is an important part of brand building,which directly affects consumers’ purchase decisions,while virtual community interaction is closely related to the formation of brand loyalty.With the rapid development of social platform,all kinds of sports brands began to pay attention to online promotion.The rapid development of sports virtual communities such as Anta and Lining successfully promoted the sales and brand awareness of their products.More and more scholars believe that improving brand loyalty is an important means to carry out marketing activities in the virtual community.This research was based on a number of related literatures,combining the theoretical research and empirical analysis,the Anta virtual community as a platform for interaction,with Anta virtual community members as the research object,constructs the relationship model between the Anta community network interaction,utility and brand loyalty,to explore the relationship between Anta and interactive community network Anta brand loyalty.In this study,Anta virtual community network interaction is divided into three dimensions,the interaction characteristics of interaction and interactive content,and further these three dimensions are divided into six factors,namely virtuality,anonymity,synchronous interaction,asynchronous interaction,information interaction and interpersonal relationship;interactive utility dimension set for information acquisition effective decision-making,trust and cool experience;brand loyalty dimension is set to attitude loyalty and behavior loyalty.Through the questionnaire survey and the SPSS19.0 software,Anta network virtual community interaction effect on brand loyalty factors were analyzed,and according to the research results,summed up the general rules of Anta virtual community interactive network of Anta brand loyalty,and puts forward some constructive advice on the Anta brand marketing network.This research can not only enrich the research of online community interaction and brand loyalty at home and abroad,but also provide theoretical support and practical need for online marketing of sports products.The results show that,first,the interaction of the Anta virtual community has an impact on the interaction effectiveness.Interaction mode and interaction content have a significant positive impact on interaction utility.Interaction characteristics have a positive effect on interactionutility,and anonymity has no significant impact on interactive utility.Second,the interactive utility of Anta virtual community has positive positive impact on its brand loyalty.Information acquisition,trust and entertainment experience have a significant positive impact on attitude loyalty;information acquisition,effective decision making,trust and entertainment experience have a significant positive impact on behavioral loyalty.Third,the network interaction of Anta virtual community has a positive impact on its brand loyalty.Performance: Anta virtual community interaction and synchronous asynchronous interaction more powerful Anta community of consumers on the brand more loyalty;Anta virtual community information interaction and relationships more powerful Anta community of consumers on the brand more loyalty;Anta virtual virtual community is to a certain extent,is conducive to brand loyalty,Anta the virtual community of anonymity on brand loyalty is not significant.Fourth,interactive utility has a partial intermediary role in the relationship between the network interaction of Anta virtual community and the brand loyalty of Anta.The results show that: the relationship between information acquisition,trust and entertainment experience has a significant mediating effect on the relationship between interaction way and attitude loyalty;interaction utility has a significant mediating effect on the relationship between interaction mode,interaction content and behavior loyalty.The results show that the interaction of virtual community members in Anta virtual communities will have an impact on their brand loyalty.Combined with the research findings,this study puts forward corresponding suggestions for Anta brand marketing strategies.The first in the perfect network interactive virtual community on Anta,Anta,community according to the individual needs of consumers,Anta interactive content rich community,and establish a good interpersonal relationship;second,to further improve the interaction of the Anta community;third,increase the virtual elements,the interaction between the members of the Anta community becomes lively and interesting.The first Anta in strengthening the community function and environment construction,and the Anta community to give yourself a clear and accurate positioning;second,the Anta community carry out related topics,and to contribute to the integral active participants,not only can the Anta community atmosphere,but also closer relationship between the consumer and the Anta community,promoting trust the formation of third;a community manager to set up incentive mechanism,members of the daily active members and help answer questions related to certain incentives. |
