Influences Of Customer Experience In Virtual Brand Community On Brand Loyalty

On In the era of mobile Internet,brand is still an important element to establish and maintain a long-term relationship between enterprises and customers.And brand loyalty of the customer is the most valuable assets of the enterprise.Therefore,it is of great significance for enterprises to study how to establish a good relationship between enterprises and consumers,and how to improve consumer brand loyalty.On the basis of analyzing and summing up the relevant literature and theoretical research on virtual brand community,customer experience and brand loyalty at home and abroad,this paper takes the users of virtual brand community,which is dominated by female groups,as the object of investigation.This paper constructs the mechanism model of the influence of virtual brand community experience on user brand loyalty,and uses SPSS22.0 and Amos23.0 analysis software to test the effective data,draws the relevant research conclusions and puts forward the corresponding strategic suggestions.The main conclusions of this paper are as follows: first,through empirical analysis,it is found that the virtual brand community experience has a positive impact on user immersion and user trust,but the degree of influence is different.Second,user immersion and user trust have positive effects on attitude loyalty and behavior loyalty,but the degree of influence is different.Third,among the antecedents of brand loyalty,the dimensions of virtual brand community experience have more influence on behavior loyalty through user immersion,and entertainment experience has the greatest impact on behavior loyalty through user immersion and user trust.The second is the interactive experience,the information experience is the smallest.Based on the above conclusions,this paper puts forward for the enterprise virtual brand community management practice,focusing on promoting the virtual brand community entertainment experience,enriching the virtual brand community information experience,strengthening the consolidation of the virtual brand community interaction experience,creating immersive experience scenarios to promote user immersion,attaching importance to customer brand loyalty management and other five strategic suggestions.