Study Of Virtual Community Experiences On Customer Loyalty Of Domestic Sports Goods Brands

Economic activities across the world tends to integrate globally,foreign sports brands in the consumer goods sector are constantly entering the Chinese market,which makes the competition in China’s sports goods market increasingly fierce.Many domestic sporting goods enterprises have to face the problem of decreasing brand loyalty.In the 21 st century,China has stepped into the information age of the Internet.Many enterprises have begun to transform the traditional brand community into network virtualization.The emergence of virtual brand community has aroused widespread concern among enterprises.Enterprises began to use the virtual brand community to continuously launch a variety of rich brand experience activities to attract consumers to participate.Virtual brand community has not only become an important platform for gathering brand loyalty consumers,but also brings new opportunities for the future development of enterprises.This paper adopts the methods of literature,questionnaire,mathematical statistics and so on.According to literature review,a theoretical structure of virtual brand community experience(emotional feeling,sensory feeling,action feeling,thinking feeling,and immersing feeling),brand identity,community member participation,and brand loyalty is constructed for research.Through the mediating variable of brand identity,this paper studies how the antecedent variable’s virtual brand community experience affects the brand loyalty of the outcome variable,and discusses the moderating effect of community members’ participation on the relationship between the antecedent variable’s virtual brand community experience and the outcome variable’s brand loyalty.Secondly,after the theoretical model is constructed,the measurement scale of this paper is designed on the basis of previous scholars’ research,and the pre-survey and formal questionnaire are conducted among the people who have participated in the community of domestic sports brands.Finally,according to the data of formal investigation,correlation analysis and hypothesis verification were carried out with SPSS17.0,and corresponding Suggestions were put forward.The specific research conclusions are as follows:(1)the virtual brand community experience sensory experience,operation experience and related experience in the three dimensions have significant positive influence on brand recognition,and virtual brand community experience emotionalexperience and thinking in the experience of brand identity plays a significant role in these two dimensions are not positive influence,the domestic sports goods enterprises in the future for consumers to create the content more interesting brand experience activity,strengthen the consumer brand recognition on emotion;(2)the virtual brand community experience sensory experience,operation experience and related experience in the three dimensions have significant positive influence on brand loyalty,and virtual brand community experience emotional experience and thinking of experience has a no significant positive effect on brand loyalty,domestic sports goods enterprises in the future marketing campaigns to efforts to create a theme for the consumer experience activity,surprise for consumer brand loyalty;(3)brand identity has a mediating effect on virtual brand community experience and brand loyalty.Domestic sporting goods enterprises will carry out brand experience activities in various aspects in the future to enhance consumers’ sense of identity to domestic sports brands;(4)members of the community participation positively regulating virtual brand community experience and brand loyalty,domestic sports goods enterprises should improve the level of community participation member participation in the future,and to attract and encourage new consumers to participate in the virtual brand community,improve the stability of the number of high loyalty of consumer is the key to enterprises for a long time in the same industry leading position.