Study On The Relationship Of Member’s Participation Motivation And Brand Loyalty

Contrast with solid communities, virtual communities breaks the geographical restrictions. It ofen link people who have the same interest in hobbies, similar character or the same goals and values as one occasion through a network.They can communication with eath other by means of such a significant feature,the virtual community plays a more and more important role in the society. At the same time,This phenomenon has caused extensive concern.During the learning process of the virtual community, Scholars have an analysis of the gradual formation, characteristics and Member’s Participation motivation. As an important issue of the marketing, virtual communities play an extraordinarily important part,but there are few researches in this area.This article went to study the relationship between member’s participation motivation and brand loyalty on the basis of reference documents.Following that, is the motivation dimensions exerting an ever increasing influence over the participation Status? Is the participation status exerting an ever increasing influence over the brand loyalty? From the enterprises’ point of view,how to improve customer loyalty by the means of virtual communities? For these problems, the research field has not a complete and effective research about this question. this article mainly adopts The Dangdang communities as research samples, and author analyzes the information in many ways through Descriptive Analysis, Factor Analysis, ANOVA, Correlation Analysis and Regression Analysis.Through this research, it can be summarised into four components.The first part mainly clarifies the meaning and related theories.On this basis, it will introduce the purpose of this study, research methods, and innovation.The second part finds clear train of thoughts by review of the theory of the research. The third part analyzes the relationship between the various structural variables in order to draw conclusions.The fourth part describes conclusions limitations and direction of research. According to the previous statement,we can get the following conclusions:(1) It is a positive impact that dimension of member’s participation motivation is having a greater influence on participation status, but requisite information,attachment function does not vary with participation status.(2) The virtual community participation motivation has a positive influence on community identity. In the meantime, very different impact involved in the various dimensions of participation motivation and community identity(3) The state level of virtual community has a positive impact on brand loyalty.(4) Brand community identity has a positive impact on the brand loyalty.The innovation of this study is mainly reflected in the following points:(1) From the perspective of Member’s Participation motivation, and take participation status as an intermediate variable make a concrete analys.(2) In the past, scholars investigated and studied the interaction bewteen Brand community identity and the brand loyalty.but this research will think of this question from two sides.(3) In the past,more scholars put lots of money and effort to study the social networking sites, but this paper select Dangdang Community as the object.Due to the factors of ability and energy, this study still has some limitations,in the future, the study will be enriched greatly.