Study On The Impact Of Brand Experience On Consumer Brand Loyalty In China's Online Bookstore

With the development of the Internet and the continuous deepening of the national reading,China's online bookstore has developed rapidly.In 2019,the size of online bookstores in China reached 71.51 billion yuan,accounting for 69.96% of the overall book retail market,which has become the most critical area of the book retail market.At the same time,the development of online bookstores is also facing many problems.First,the upgrading of consumption structure brings more diversified demand for books,which brings challenges to the development of online bookstores.Secondly,in terms of the market environment,online bookstores have a serious problem of homogenization,and the market competition is increasingly fierce.Under the influence of the new epidemic,many offline physical bookstores are forced to move to online development,which undoubtedly brings huge development pressure to online bookstores.In this context,online bookstores in the changing market environment in the rapid development,must carry out the "blood exchange and upgrading",brand development for its ideas and ways.In the era of experience economy,the factors affecting consumption have gradually shifted from simple quality and service to brand.Based on such thinking,this paper studied the influence of online bookstore brand experience on consumers' brand loyalty.Specifically,is there a brand in online bookstores? Do consumers form brand loyalty to online bookstores? Does brand experience have an impact on brand loyalty?In order to solve these problems,this paper,from the perspective of consumer personality perception,establishes a research model of the influence of brand experience on brand loyalty,and introduces customer satisfaction and brand trust as mediating variables.Spread from core product experience,additional service experience,experience,emotional experience,divided into several dimensions of brand experience with attitude loyalty and behavior loyalty to measure brand loyalty,the brand trust is divided into good trust and honesty ability to trust in two dimensions,has established seven main assumptions and assumption of 16 children,with the method of questionnaire survey,through SPSS25.0 and AMOS25.0variables for the statistical analysis software,to verify the effectiveness of the proposed hypotheses.The results show that: online bookstore brand experience and its various dimensions can positively affect all dimensions of brand loyalty,among which affective experience has the greatest influence.Each dimension of brand experience positively affects each dimension of brand trust and customer satisfaction;Brand trust and customer satisfaction have positive influence on all dimensions of brand loyalty.Brand trust and customer satisfaction play an intermediary role between online bookstore brand experience and brand loyalty.Therefore,online bookstores should promote consumers' brand trust and customer satisfaction by strengthening brand experience of products,services,communication and emotions,so as to form consumers' brand loyalty and bring greater economic benefits and value to enterprises.