Consumers In A Virtual Brand Community Involvement, Participation And Trust Of The Impact On Brand Loyalty

With the development of internet and improvement of digital transmission technology, network communication is becoming a part of people's life. More and more people began to communicate with each other and share valuable message in this digital space, the virtual community based on the personal interest and specialized demand is playing a more important role in human society than the traditional community.Under this context background, this paper focused on the virtual brand community with commercial characteristics and did research on the topic of influence from involvement and member trust to the brand loyalty in the community. After reviewing the related literatures of community, virtual community, brand community, involvement, participation, trust and brand loyalty, we established a research model of the relationship among consumer involvement, community participation and brand loyalty, several hypothesis were proposed afterwards."Jiayou online" virtual community, which has representative sample, was introduced as the research object. We studied the involvement-participation-loyalty relationship model, and in addition, the influence of message attitude to the consequence of participation. The findings helped explain the relationship of different factors in community and brand loyalty, and provided some suggestion for the theory and practice of virtual brand community.