Research On The Mechanism Of Firm-orientation Online Brand Community Adjustment Elements On Community Loyalty

The rapid development of mobile internet and social media and the escalation of consumer demand have brought new challenges for enterprise's marketing practice,and for enterprises,today's marketing environment can be summed up with three words,mobile,fragmented,and scene-oriented.Enterprises in order to better survival and development and strive to find a balance to obtain benefits and meet the needs of consumers marketing methods.In this context,the online brand community came into being,the online brand community makes the traditional enterprise information transmission from the line into the network,the business value chain of information connectivity cost greatly reduced,business information communication becomes simple and quick,so the online brand community has become a new marketing strategy for enterprises to pursue the model,Many enterprises at home and abroad have built their own online brand community.Different from the traditional brand community,the online brand community to reduce the threshold of consumer participation,members can be free from time,geographical constraints,anonymous or real-name way to enter or withdraw from the community,so how to maintain and enhance the loyalty of members of the community is the enterprise management online brand community faced with the important challenge.This paper explores the mechanism of the influence of the online brand community adjustment elements on community loyalty from the theoretical and empirical aspects.On the basis of carding and theoretical analysis of related literatures,first of all,through in-depth interviews and rooted method to extract the online brand community control elements,through rigorous scale development steps,the enterprise leading online brand community control factor measurement scale;second,Based on the theoretical analysis,this paper constructs a comprehensive model of the Firm-orientation online brand communityadjustment elements influencing community loyalty,it also explores the moderating role of consumers perceieved brand Community-Brand Fit between community relationship quality and community loyalty.Thirdly,after questionnaire design and small sample test,we conducted a large sample questionnaire survey to test the reliability of data,After the validity,the correlation analysis,the hypothesis test and the model verification were made,and finally,the conclusion was obtained and the management revelation and the research prospect were given.Through systematic research and analysis,the main conclusions are as follows:Firstly,the firm-orientation online brand community refers to the online brand community in which companies participate and play a leading role.Firm-orientation online brand community adjustment elements refers to in the operation and management of online brand community process,enterprises play a leading role of essential factors,can be divided into platform elements and strategic elements.Platform element is the factor that enterprise relies on online brand community network platform to influence the attitude and behavior of community members,including(1)System quality:the reliability,usability and design sense of online brand community network platform;(2)Information quality:the usefulness,richness and timeliness of the information that the enterprise contributes to the online brand community(3)Incentive system:The material incentive system and spirit incentive system set up by enterprises for online brand community;(4)Community regulation:the system that enterprises make to ensure that members of online brand community are based on reciprocity principle.The strategic element is the factor that the enterprise relies on its online brand community participation behavior to influence the attitude and behavior of the community members,including:(1)Organizing activities:The behavior of the enterprise to launch the brand theme activities;(2)Opinion leaders:The behavior of active members who are supported by the enterprise(3)Brand manipulation:The behavior of enterprises interfering with the community for their own benefit.Through rigorous scale development process,the enterprise online brand Community regulation factor scale has good reliability and validity and can be applied in Chinese culture situation.Firm-orientation online brand community adjustment elements have different degree of direct effect on members ' community loyalty.By analyzing the direct effect of corporate activities,opinion leaders and brand manipulation on community loyalty,we find that organizational activities and opinion leaders have a significant positive impact on community loyalty,while brand manipulation has a significant negative impact on community loyalty.Companies need to be fully aware of the needs of their members,identify opinion leaders,and gain members' community loyalty by initiating diverse,content-rich branding and community activities.Secondly,Firm-orientation online brand community adjustment elements have different degrees of impact on the community relationship quality.The community relationship quality refers to the three dimensions of the strength and development ability of continuous contact between members and communities,including community trust,community satisfaction and community commitment.Community trust refers to the degree to which the online brand community members trust the community as a whole.Community satisfaction refers to the level of pleasure or disappointment that members of the online brand community compare to the perceived effects and expectations of the community.Community commitment refers to the willingness of online brand community members to maintain long-term relationships with the community and the degree of psychological attachment to the community.Which,the system quality,the information quality,the opinion leader has the remarkable positive influence to the Community trust,the brand manipulation has the significant negative influence to the Community trust,the system quality,the incentive system,the opinion leader has the significant positive influence to the community satisfaction,the brand manipulation has the significant negative influence to the community satisfaction;Organizational activity opinion leaders have a significant positive impact on community commitment.To explore the factors affecting the quality of community relationship under the online brand community environment is beneficial to enterprises to carry out brand community operation and management activities.Thirdly,the community relationship quality plays a mediating role between the dominant online brand community regulation elements and the community loyalty.Enterprise leading online brand community influence mechanism of social loyalty is an indirect process,three variables of community relationship quality Community Trust,community satisfaction and community commitment play a mediating role in different degrees.Community commitment plays a mediating role in organizational activity and community loyalty;Community Trust plays a mediating role in opinion leaders and community loyalty;Community satisfaction plays a mediating role in opinion leaders and community loyalty;Community commitment plays a mediating role in opinion leaders and community loyalty Community Trust played a mediating role in brand manipulation and community loyalty,and community satisfaction played a mediating role in brand manipulation and community loyalty.The results show that improving the quality of community relations is the key to the loyalty of member communities,enterprises should not take the online brand community as a tool to gain the interests of consumers,but should be equal dialogue with consumers,only in the good quality of community relations in order to ultimately reap the consumer community loyalty.Fourthly,the consumers perceieved community-brand fit has a different degree of moderating effect between community relationship quality and community loyalty.Consumers perceieved community-brand fit has a positive moderating effect between community commitment and community loyalty,between Community trust and community loyalty,and there is no moderating effect between community satisfaction and community loyalty.Community-brand fit refers to the consistency of the brand community and product perceived by the members,including the form of the member to the social organization,the language conformity,the style,the culture,the atmosphere,the goal and so on.In the process of enterprise management online brand community,we should pay attention to unifying the elements of brand recognition,make the community imprint on the brand,and create the brand community personality to play an important complementary role.In summary,the innovative points of this paper are as follows:Firstly,it puts forward the concept of Firm-orientation online brand community adjustment elements,this paper defines the concept,identifies the Firm-orientation online brand community adjustment elements,and develops and designs the measurement scale,which has a high reliability and validity level,and enriches the theoretical research in the Brand community field.Secondly,it constructs the mechanism model of the influence of the Firm-orientation online brand community adjustment elements on the community loyalty.On the basis of literature research,the community relationship quality is divided into three dimensions of community trust,community satisfaction and community commitment,and through empirical study,the influence and degree of the Firm-orientation online brand community adjustment elements on the community relationship quality three dimensions are validated.At the same time,it is proved that community relationship quality is mediating the different degree between the Firm-orientation online brand community adjustment elements and the community loyalty.Thirdly,the concept of community-brand fit has been introduced,and the role of community-brand fit in the relationship between community relationship quality and community loyalty has been found,and the related research in the field of online brand community has been expanded.