The Empricial Study Of The Impact Of Brand Loyalty On Virtual Brand Community Information Interaction

Nowadays, with the rapid development of Internet technology and enhancement of information technology, discussing online purchase behavior has become an important research subject. At present, Most of the those research mainly focused on two parts:one is from the direct acting factor to consider the consumer purchase behavior, not based on research platform; The other one is using platform to study how to influence buyers behavior, but only limited to physical aspects of the platform, such as brand community, regardless of from the virtual space to establish such a platform. Therefore, this article main research platform--virtual brand community is a theoretical value and practical significance, online brand community is using Internet technology to construct the virtual network platform, it has its particularity: regional and spatiality. Consumers can get those information what their need in a online brand community discussion, anywhere,anytime. The difference between the online brand community and brand community lies chiefly in interactive place, interactive mode, interactive content, standard orientation, moral constraint, anonymity, virtual sexual and so on.The main intention of this essay is how to confirm the relationships between the online brand community information interact, a sense of community and brand loyalty; Information interaction (interactive frequency, interactive degree and information quality) is how to through the sense of community (sense of belonging, community satisfaction and community trust) to produce the consumer brand loyalty. Therefore, this article build model some assumptions with the impact of community members information interact on brand loyalty in the virtual brand community. And on taobao.com member to conduct a market survey, has been more than400comparison value questionnaire and verify and revise those models and hypothesis through the statistical software (SPSS) analysis the impact of community members information interact on brand loyalty in the virtual brand community.In the end, the thesis gives some relevant management advices on how to promote brand loyalty in a virtual environment.Through this research and analysis, several conclusions are achieved:(1)In this thesis, through constructing the model with the impact of information interact on brand loyalty to study the impact of information interaction on community members brand loyalty in the virtual brand community, but information interaction in this model is not directly impact the brand loyalty, but with the help of intervening variable a sense of community play a role.(2)In the study of impact of initial variable on intermediary variables found that interactive information on customer satisfaction doesn’t have a significant impact, the degree of interaction didn’t produce a significant impact on the community trust other various initial variables to intermediary variables presented enhanced positive relationship with the enhancement of the initial variables.(3)On the basis of the previous text about how to improve online brand community brand loyalty management, this thesis from three angles expansion:first, to strengthen the management perspective of the virtual brand community. Second, from the point of view of negative word of mouth within the virtual brand community management. Third, we should exert physical brand community and virtual brand community synchronous development, to achieve a complementary effect. Analysis of the three angles in order to achieve information interact in virtual brand community to influence community members of the community consciousness, mainly members feel a sense of belonging, community members trust the brand community and feel satisfied with the community behavior in community interaction, and then through positive response to community consciousness to form positive influence on brand loyalty.