Virtual Brand Community Members Perceived Value Of The Brand Loyalty Of Impact Studies

With the increasing development and improvement of the network and digitaltransmission technology, the communication on network is becoming a part of people'slives. More and more people begin to communicate with each other and exchange somevaluable information in the digital space, virtual communication based on individualinterests and special needs are playing an more important role than a traditionalcommunity.Virtual community can reduce the efforts to find and join a community, andalso can be able to break through the limitations of time and space to create real valuefor customers. For enterprises, the virtual community can meet the diverse needs ofenterprises in the social and commercial, and therefore the operation of virtualcommunities will become the core competitiveness of e-commerce. In an era of brandcompetitive and rapidly changing market environment, how to expand the brandcommunities and retain community brand loyalty has become an important issue. In thissocial context, the article focuses on virtual brand communities with commercial innature, studies the virtual brand community members's perception of the value ofbrand how to influence brand loyalty in the participation of community. In this article,after virtual communities, brand communities, community participation, perceivedvalue, brand knowledge and brand loyalty literature review analysis, the establishmentiof a perceived value, community participation, brand loyalty's relational model isestablished and also the assumption of a certain level is put forward.This article uses empirical research methods, the introduction of sample quality aremore representative of the "xin qi jun " on-line virtual community for the study,conducted a survey and analysis of their growth conditions through an onlinequestionnaire, testing the applicability of the model and the feasibility of researchmethods.The theory and practice of virtual brand communities provide effectivesuggestions to help businesses make better use of virtual brand community and hopethis study can be helpful for our corporate formulating brand marketing strategies tobetter use the virtual community, and ultimately gain competitive advantage.