| In recent years,the popularity of the Internet and smart phones has increased year by year,consumers have more access to information,the emergence of a variety of online brand communities and forums,imperceptibly changed consumers’ shopping habits.More and more enterprises conform to the trend of the times and create a new marketing channel-virtual brand community.Under the background of "Internet +",virtual brand community has developed rapidly,and penetrated into beauty,clothing,accommodation,finance and other fields,and has been widely concerned by scholars at home and abroad.From the perspective of experience theory and social exchange theory,scholars have not yet confirmed the relationship between virtual brand community experience and brand love.The internal mechanism of how to have an impact between virtual brand community experience and brand love is even less supported by empirical research.Therefore,the analysis of how the virtual brand community experience affects the brand love has become an important direction for scholars to study and explore.For enterprises,virtual brand community is an important way and way for enterprises to transmit brand values,brand information and service information to consumers.enterprises only master the psychology of consumers.In this case,it is of great practical significance to study how to enhance the "love" of consumers to the brand.This paper introduces community identity as an intermediary variable in order to reveal the internal mechanism of the influence of virtual brand community experience on brand love from the psychological and behavioral aspects of consumers.So as to provide targeted management suggestions for the managers of virtual brand community.After summarizing and analyzing the relevant theories and research results,this paper uses SPSS 21.0 and AMOS 20.0 analysis software to count and analyze the collected data,and the empirical research results are as follows:(1)The three dimensions of virtual brand community experience have a positive impact on brand love.(2)The significant influence of the three dimensions of virtual brand community experience on the two dimensions of community identity is partly supported.(3)The significant influence of the two dimensions of community identity on brand love is supported.(4)The intermediary effect of community identity between virtual brand community experience and brand love is partly supported.This paper holds that enterprises should attach importance to the experience of consumers in the virtual brand community,shape a kind of home atmosphere and form an emotional button system in the virtual brand community,and at the same time establish an incentive reward and punishment mechanism to standardize the operation of the community.So that community members to participate in community activities to maintain curiosity and freshness,and ultimately achieve the purpose of enhancing the brand love of community members. |
