Research On The Relationship Among Customer Experience, Brand Values Consistency And Customer Behavior Intention In Virtual Brand Community

With the advent of experience economy,the market competition is becoming more and more fierce,and the homogeneity of products is also increasing.How to distinguish one’s own products from other products to form differential competitive advantage has become a key topic in enterprise marketing research.In the era of experiential economy,customer experience has become a key link in building brand value in the process of consumption or service,which has been paid more and more attention by enterprises.With the rapid development of the network,the Internet platform based on the network has become a tool for enterprises to communicate with consumers,thus forming a new model of customer experience,which makes the experience no longer subject to space and time constraints.Traditionally,customers can only experience in offline physical stores.However,the information of these experiences and feelings is scattered and it is difficult to aggregate on a small scale.In the era of knowledge economy,only by responding quickly to the new needs of customers can the market be occupied and stabilized.According to the resource-based view,the online interactive community platform based on the Internet achieves the function of gathering customers.This gathering effect provides sufficient first-hand information for selecting resources and responding quickly to customers.Based on this,this study takes the virtual brand community as the research background,and from the perspective of experiential marketing,studies the impact of customer experiential marketing on customer brand value consistency and customer behavior intention in virtual brand community based on SOR theory,value identity theory and consistency theory.To explore whether different levels of customer experience have different effects on the construction of brand value consistency and customer behavior intention.For this reason,this paper re-divides the dimensions of customer experience in virtual brand community.According to the degree of experience,the order is cognitive experience,interactive experience and emotional experience.The results of this study show that: firstly,through exploratory factor analysis,the dimensions of customer experience in virtual brand community include cognitive experience,interactive experience and emotional experience;secondly,cognitive experience,interactive experience and emotional experience have a significant positive impact on customer behavior intention,in which the impact of emotional experience on customer behavior intention is greater than that of cognitive experience on customer behavior intention.For the influence of intention,cognitive experience is greater than interactive experience.Thirdly,the mediating role of customer brand value consistency is verified.Finally,based on the above conclusions,three managementenlightenments are put forward for enterprises to get out of product homogeneity,establish brand value advantages and increase customer consumption intention: promoting the construction of virtual brand community scientifically and effectively;paying attention to the publicity of brand value in brand marketing;and positioning brand concept for consumers.Then,the limitations are analyzed and the possible future research directions are pointed out.