| With the rapid development of Internet technology,people’s lifestyles have undergone earth-shaking changes.As a new marketing method,the virtual brand community is favored by the majority of business operators,because it is not li’mited by time and space.In the virtual brand community.business operators and brand enthusiasts can communicate,share brand information,and establish stable relationships.Interaction is the main mean of establishing communication links in the virtual brand community.Through interaction,community operators can understand customer needs and enhance the customer’s love for the brand and brand loyalty.Brand loyalty is an important part of brand research and is the emotional bond between consumers and brands.Brand loyalty not only brings consumers a sustainable purchase of the brand’s products or services,but also brings brand premiums and brand equity.This article summarizes a large number of related literatures,and constructs a relationship model between virtual brand community interaction,community values and brand loyalty through theoretical research,and proves the rationality of the model through empirical analysis.In this study,the virtual brand community interaction is divided into three dimensions:two-way communication.customer participation and common problem solving.The community values are divided into three dimensions:functional value,emotional value and social value.Based on the above dimension,this article proposes 21 hypotheses.With reference to the predecessor’s variable scale,a questionnaire containing 22 measurement items was compiled,and 262 valid receipts were collected using online and offline distribution methods.After data analysis,the research results show that:(1)the three dimensions of virtual brand community interaction have a significant positive impact on the three dimensions of community values.(2)The three dimensions of community values have a positive impact on brand loyalty;(3)community values play a full intermediary role between the two.Finally.combined with the research conclusions,it puts forward marketing suggestions for the operation mode of the virtual brand community,and provides theoretical support for the business operators to use the virtual brand community to enhance brand loyalty. |
