Research On The Influence Of Smart Home Brand Experience On Brand Loyalty

With the continuous improvement of residents’ living standards and the enhancement of their consumption capacity,smart homes based on new technologies such as the Internet of things,unlimited communications and cloud computing have been developing rapidly.People’s household life is also constantly become intelligentized.As an emerging industry,smart home has an accelerated development,it has been encouraged and supported by the introduction of a large number of government policies,smart home can not only meet the basic living needs,but also share and transmit information effectively,in order to bring people more convenient,more special and more personalized home life experience and services.Smart homes interact with consumers more frequently.Therefore,consumers will favourably inclined towards it through a better brand experience and feelings,so the smart home brand will has more loyal consumers,as well.Consequently,it is necessary to study the impact of brand experience on brand loyalty in smart home industry.This paper chooses smart home as the research object,and takes the experience marketing theory as the core guiding theory,on this basis,the relationship between smart home brand experience and Brand loyalty is studied.Brand experience as an independent variable,the dependent variable to determine brand loyalty,explore the impact of the two effects.Combining the relevant theories and the main characteristics of the smart home industry,in the course of this study,the brand experience is studied and analyzed from five different dimensions,brand loyalty was divided into two dimensions,namely,attitude loyalty and behavior loyalty,and was measured by using 9 items.Brand loyalty was divided into two dimensions,namely,attitude loyalty and behavior loyalty.On this basis,the research model of this paper is constructed and 11 hypotheses are put forward.After collecting 400 valid questionnaires through online and offline channels,and using the statistical analysis software SPSS 22.0 and Amos 24.0,all the hypotheses were tested,the empirical results are as follows:(1)there is a positive correlation between brand experience and Brand loyalty;(2)brand experience can be divided into five different dimensions,each dimension has positive correlation with brand experience;(3)all five dimensions of smart home brand experience positively affect behavioral loyalty;(4)in the five dimensions of smart home brand experience,the ranking of brand loyalty’s impact on utility mainly refers to five aspects of experience: emotion,relevance,sense,thinking and action.Based on the empirical research results,the author puts forward corresponding marketing suggestions for smart home brands,including emphasizing the promotion of emotional experience of smart home brands;Through the rich activities to enhance the relationship between customers and Smart Home Brand Experience;from the optimization of aesthetic appearance and equipment quality to upgrade the sensory experience;Using the consumption data analysis to excavate the potential customer and other five Big Plate Marketing Enlightenment and the suggestion.At the end of the paper,the research deficiency and research prospects are summarized.