An Research Of The Impact Of Online Brand Community Participation On Brand Loyalty

At present,with the rapid development of Internet information technology,the consumer market is constantly changing and upgrading,the market competition is becoming more and more fierce.In order to continuously improve their market competitiveness and retain customers,Increase the stickiness between the product and the customer,In particular,with the rapid development of Internet technology,the exchanges between enterprises and customers are more diversified and are no longer limited by time.greatly reducing people's communication costs,making the online brand community a way of life for people.Customer participation in online brand communities has gradually gained favor and attention from enterprises.Customers actively participate in the brand interaction activities of the company through the online brand community platform,which helps the company to establish a good intimate relationship with customers and enhance customer brand loyalty.However,the current research on online brand community mainly focuses on the relationship between customer participation and brand loyalty in the online brand community from the perspective of relationship,experience and value.The mechanism is also to be explored.If customers can actively participate in the online brand community,and through the interaction between the members of the community to achieve a high degree of integration with the community and the brand,the customer will become loyal to the brand and will exclude the competitive brand.Therefore,this paper introduces customer fit as a mediator variable.After combing the relevant literature,this paper takes the relationship embedding theory,As the theoretical support of the research,the theory of social identity and the theory of self-unity,explores the mechanism of customer participation in brand loyalty in the online brand community,and the customer fit and self-brand connection.The impact of the mechanism of action.I hope it can be analyzed from the perspective of consumer participation.relationship from the perspective of consumer participation.In this study,a total of 316 valid questionnaires were collected in the way of questionnaire survey.SPSS20.0 statistical software was used to compare and test the views put forward in the paper with the actual situation,and the results were found through the research.(1)online brand community participation has a significant positive impact on the two dimensions of brand loyalty(regular brand loyalty,hostile brand loyalty).The higher the participation of consumers in the online brand community,the higher the brand loyalty of consumers;(2)the customer engagement plays a partial intermediary role between online brand community participation and brand loyalty(regular and hostile brand loyalty);(3)Self-brand connection plays a regulatory role between online brand community participation and customer engagement.