The Research On The Effect Of Brand Experience On Brand Loyalty Based On The Web

With the development of the market environment and the information technology, the similarity of product or service is more and more seriously. Brand has been paid more and more attention. The customer's brand loyalty is the key point for the enterprise to gain the competition strength. The usage of the product or service is the premise of the loyalty to the brand for a consumer. Experiences occur when consumers interact with products—for example, when consumers search for products and examine and evaluate them (Hoch 2002). Therefore, lots of scholars have research the impact of brand experience on the brand loyalty. And the result show that brand experience have a positive effect on brand loyalty. In the resent years, the usage of computer and the mobile phone is very common, the consumers'purchase behavior on the web become more and more. There are so many shopping website, such as taobao.com, zhuoyue.com, dangdang.com,vancl.com and so on. The web of group buying blustered in the resent 2 years, and in some web community, just like renren.com, blog, more and more application about shopping is used. All of these changes influence the consumer's purchase behavior. The traditional research on the brand experience usually focus on the specific produce, the research on the brand experience based on the web is not much. This paper focus on the web's brand to find out the effect of brand experience on the brand loyalty.The web offers convenience and more choices to the consumer, but when the consumer faced with so much information and brand variety, it is hardly to make decisions. Purchasing on the web have much more risk than on the real store, the privacy or personal information of consumers can not be confirmed 100% safe, so the trust to a web is a key point to be loyal to a web. In this research, we bring the brand familiarity and brand trust in the concept model to investigate the relationship among the 4 variables. This paper use the vancl.com as the test brand, formulate the concept model among brand experience, brand familiarity, brand trust and brand loyalty based on the web. And through the empirically test, we find out the effect of brand experience, brand familiarity and brand trust on brand loyalty. The conclusion show that brand experience based on the web have significant positive effect on the brand familiarity and brand trust and brand loyalty; Brand familiarity and brand trust based on the web have significant positive effect on brand loyalty. Furthermore, we find that both brand familiarity and brand trust are the mediator between brand experience and brand loyalty. These findings should assist marketers and academics in their understanding of the development of the effect of brand experience on brand loyalty in an internet-based environment.