Research On The Impact Of Consumer Interaction On Brand Loyalty In Online Brand Community

With the rapid development of mobile Internet and social media,online brand community emerges as the times require in order to explore new marketing practices and strive for the balance between enterprise benefit acquisition and consumer demand satisfaction.Online brand community is the network extension of offline brand community.Information exchange is not limited by time and space,interaction is the core feature of online brand community and the behavior track of consumers in the community.The level of interaction is directly related to the quality of brand communication.Brand loyalty is a key measure of brand equity,and the ultimate goal of enterprises is to cultivate consumer brand loyalty.Therefore,it is necessary for enterprises to grasp the connotation of interaction in online brand community,clarify interaction behavior,enhance interaction level and cultivate brand loyalty.Although academic circles have carried out research on online brand community interaction,most of them are based on a single perspective of consumer interaction or consumer-enterprise interaction.Few studies clarify the connotation and specific behavior of interaction.In addition,environmental factors are the key external factors affecting attitudes and behaviors.Most of the existing studies are from the perspective of consumers,and lack of attention to community situational factors.Based on relevant literature and theory,this paper clarifies the connotation of online brand community interaction behavior,identifies specific interaction behavior,and divides the interaction behavior into two categories:consumer-enterprise interaction and consumer-interaction.Consumer-enterprise interaction includes two kinds of behavior:help-seeking and feedback.Consumer interaction includes two kinds of behavior:help-seeking and advocacy,with perceived value as the mediating variable.With the intensity of community norms as a moderating variable,this paper constructs a research model of online brand community interaction behavior affecting brand loyalty,and puts forward the research hypothesis of this paper.Through questionnaires,246 valid questionnaires were collected,and the research hypothesis was validated by data analysis.The results show that interactive behavior has a positive impact on perceived value.Specifically,the help-seeking behavior in the interaction between consumers and enterprises has a positive impact on functional value,feedback behavior has a positive impact on emotional value,the help-seeking behavior in the interaction between consumers has a positive impact on both functional value and emotional value,and advocacy behavior has a positive impact on emotional value.Interactive behavior has a positive impact on brand loyalty;the function and emotional value of perceived value have a positive impact on brand loyalty;the strength of community norms plays a positive regulatory role between help-seeking(consumer-enterprise interaction and consumer-to-consumer interaction)and perceived value,while the regulatory role between feedback,advocacy and perceived value is not significant.The innovation of this paper are as follows:(1)Considering the role of situational factors,the strength of community norms is introduced as a moderating variable to verify the difference between interactive behavior and perceived value.(2)On the basis of relevant literature,three kinds of specific interactive behaviors,namely,help-seeking,feedback and advocacy,are identified and classified into two categories,which verifies the impact of interactive behavior on brand loyalty.(3)Based on the previous maturity scale,the scale was revised to make it more scientific.According to the research conclusion,this paper puts forward relevant suggestions for enterprise from the aspects of strengthening the level of interaction,improving the construction of community platforms and enhancing the intensity of community norms.