Research On The Effects Of Customer Loyalty With Virtual Brand Community

With the development of Web2.0 technology, making the precise nature of the Internet shows, interactive features, so people began to communicate in the digital space and exchange of valuable information. In recent years, large numbers of virtual brand communities, making the line brand communities can be extended virtual network world. At the same time, consumers formed spontaneously or by a third party to establish an online brand communities are more common.As the virtual brand community in a short time in large numbers, making the competition more similar brand community incentives. How similar the brand stand out in the community, the favorite to win customers, you need to study what are the factors that affect customer loyalty. In the virtual brand community building and development process, the community should pay attention to several important dimensions of the construction and improvement. Achieve increased user stickiness, improve community loyalty. Finally, to ensure sustained and healthy development of the community. For these reasons, we will study the virtual brand community as to study the impact of customer loyalty factors. Hope to get from the empirical test some objective measure, to enhance customer loyalty to provide a theoretical basis.As the virtual brand community are development stage, there is no more comprehensive and systematic research system in terms of customer loyalty is also from the perspective of a number of different studies, therefore, hope that a comprehensive paper on customer loyalty factors were analyzed.This study focuses on the more popular mainly for the domestic consumer electronics products, the virtual brand community, the crowd favorite electronics products mainly are mainly young people. This class is characterized by a virtual brand community and brand community is a product of a relatively rapid replacement products, which is relatively young people like to fit the characteristics of innovation. Another feature of these products while the entertainment is relatively strong, young people use information for the product is relatively strong desire to obtain, so they are comparing these virtual brand communities leading members of the community.Firstly, to sort through the literature to explain the virtual brand community-related aspects of customer loyalty theory, and the combination of qualitative and quantitative methods model factors leads to loyalty. In this paper, both perceived quality and the dimensions of community incentives go further into the community satisfaction, community identity, community trust and community participation among variables, assumed to propose a model of customer loyalty.Then, by the method of empirical analysis an empirical test of each hypothesis, come to the brand loyalty of the community factors and the direct effects of loyalty to the community through the mediating variables and the indirect effect. In order to investigate the impact of brand loyalty mechanism for the community to expand the virtual brand community in terms of customer loyalty.Finally, the basic statistical analysis, correlation analysis, regression analysis and other methods, obtained the various factors and the correlation between the degree of influence the final conclusion.Statistical data on the basic analysis, the consumer electronics products, the virtual brand community members to college-level education males. Through correlation and regression analysis shows that many factors affect the community loyalty. Between each factor variables affect each other. Perceived quality has a positive impact on community satisfaction; community satisfaction has a positive impact on community identity; community trust has a positive impact on community identity.Although the empirical analysis obtained by this paper, the corresponding conclusions, but because of the scope and limitations of study, the paper still has some shortcomings.First, the research data collected mainly for consumer electronics community of users of these virtual brand research studies, and other types of consumer products for the virtual brand community has not collected the relevant information. Thus, can not be a more comprehensive response to the overall situation.Secondly, in the process of building the model, consider the research can not cross between the dimensions of integration, therefore, factor analysis process may also be affected by other external factors, through statistical analysis software and can not be verified.This paper aims to impact on customer loyalty theory factors for enterprises in brand building marketing community to provide some reference to further integrate enterprise relationship marketing and network marketing related strategies.