Research Of Customer Loyalty Based On Virtual Brand Community Value And Involvement

With the rapid development of social productivity, the demand of consumer became rationalization and diversification gradually, the majority of commodity market has gradually transformed from sell market into buyer market, in order to meet the increasing and fast-changing consumer demands, enterprise produce variety kind of creative products. It is too hard for consumers to choose from so many choices. Under this background, the brand loyal customers become an important factor in the process of purchase. To improve brand loyalty become an important competitiveness. Some research shows that, that the brand construction of the community is important to improve brand loyalty is obviously. But at present in China, brand community start late and develop slowly. The construction of brand community is not perfect, and has no widely attention of enterprise. Also some firm pay attention to build a perfect community and significantly improve the brand loyalty. It is especially obvious in car industry. With the rapid development of network, the rapid spread and timely spare provide a better platform of brand community, research of virtual community are more timely and referable.Theoretically, value of virtual brand community has distinct relationship with brand loyalty. But most of the rearch are theoretical lack of empirical analysis on the relationship between the validation. And Chinese scholars rarely concerned with the virtual brand community involvement as a intermediary variable to study the relationship between the two.Based on the above analysis, the establishment of a virtual brand community involvement is an intermediary variable in the study of the relationship of value of virtual brand community and brand loyalty. Stuy the domestic auto industry virtual brand community in empirical research, using SPSS to analysis data in the view of following questions:(1) Virtual brand community value measurement;(2) Virtual brand community involvement measurement;(3)Different classification community members pay attention to different values and involvement of virtual brand community and have different brand loyalty;(4) Virtual brand community involvement is an intermediary variable in the study of the relationship of value of virtual brand community and brand loyalty. Through the empirical analysis of the theoretical model and hypothesis for the inspection, virtual brand community into for intervening variable through inspection, and include the following conclusion:(1) Virtual community value can be measured through the function value, the social value, the enjoy value, the property value, the psychological value and image value;(2) Virtual community involvement can be measured through the community responsibility, community spirit and consciousness;(3) Different classification community members pay attention to different values and involvement of virtual brand community and have different brand loyalty;(4) Dimensions of virtual community value havet different degrees of influence on virtual community involvement;(5) Dimensions of virtual community involvement havet different degrees of influence on brand loyalty.