The Empirical Research Of The Influence Of Customer Experience On Brand Loyalty Of The Online Community Website

Nowadays, in the competition, the product performance and the quality of the service are not the only key factors. Brand has already been the important invisible assets which been treasured by a lot of managers of business. More and more managers find that the brand loyalty is the guarantee of competition advantages. The usage of the product is the premise of the brand loyalty. The academics pay a lot of attentions to the impact of the consumer experience to brand loyalty. Scholars have do some research in the food industry and car industry.In recent years, with the development of the China's economy, the numbers of internet users has increased steadily. Meanwhile, the community website becomes an important way for the internet users to communicate with others and entertain themselves. The comprehensive community websites such as"tianya","mop"and"douban"have great improvements. The community websites which build on the relations in the real world becomes important platform for communications. The surprising development of"weibo"is the hot issue of this year. With the development of the community websites, the competitions between them become more and more serious. What's more, in the online world, the switching cost is low and it's more difficult for the website to build a undefeated moat. We try to do some research on the effect of brand experience on brand loyalty, so that we can find some ways to increase brand loyalty through the improvement of the consumer experience.There are six parts of the essay. The first part is the introduction. The introduction includes the background, the objective, the significance and the method. In this part, you can find the structure of the essay. The second part is the literature review. In this part, we summarize the concept of the community website, consumer experience, brand image, brand trust and brand loyalty. We summarize the research status of these concepts. In the third part, we build the model and make the questionnaire through interviews and reading literature. In the fourth part, we analyze the data by SPSS and AMOS. We find the model of the Influence of Customer Experience on Brand Loyalty of the online community website. The conclusions and suggestions for the managers of community website are given in the fifth part. We conclude the deficiencies of this research and we give suggestions for the future studies.The empirical research suggests that the consumer experience in community website is divided into fourth dimensions: the sensory experience, the affective experience, the behavioral experience, the intellectual experience. The results show that all of the four experiences have positive impact on brand image. The brand image has a positive impact on both brand trust and brand loyalty. Brand trust has a positive impact on brand loyalty. in the backgroud variables anlaysis, we find that the degree of education affects brand loyalty. The legth of time we use the community website affcets the commsuer experience and brand loyalty.This essay give us a new angle to improve brand loyalty. We can find a way to improve brand loyalty through providing satisifed comsumer experiece.The theoretical significance: (1) the innovation of theoretical model. Although there are some researches on brand trust, brand image and brand loyalty, we introduces consumer experience as antecedent variables. We find the relations between consumer experience and brand loyalty. (2) This research develops the strategic experiential modules theory. We use this model in the online community website. It's an innovation of the studies of the impact of consumer experience on brand image and brand loyalty under the internet environment.