The Research On The Impact Of Virtual Brand Space On The Brand Attitude

The development of the Internet bring market with a lot of new opportunities,consumers in consumption start to use the Internet as a tool to help them decide tochoose goods they want, at the same time they can also communicate and do resourcesharing with the other consumers on the network, they also can obtain morecomprehensive information about goods. Finally in order to deepen the understandingof the brand at the same time improve the brand attitude. Therefore virtual brandcommunity arises at the historic moment, the consumer through the virtual brandcommunity to better understand enterprises and commodity service and quality, theenterprise through the virtual brand community understanding of consumers to thebrand needs further, so as to improve brand quality, improve after-sales service, sobrand virtual community research has become important up.And the related research on brand virtual community is still very rare, most ofthem still stay in the traditional community research stage at present, and throughoutthe existing brand virtual community research, main research direction is theimportance of community in virtual brand, the correlation and brand influence,involves the customer experience factor research rarely.Based on the above research present situation, I hope this article from virtualbrand community and brand attitude both the Angle of the relation between each otherfor empirical research. This paper is first from reading a lot of domestic and foreignliteratures, the virtual community brand, the brand attitude and customer experienceof literature to conduct a comprehensive review, at the same time reference toprevious scholars of the existing research results, and then puts forward the relatedassumptions, and establish this paper model, and finally to verify this model and drawthe conclusion in this paper.This paper based on virtual brand community customers experience on theinfluence of the attitude toward the brand relationship model, from the point of viewof virtual brand community reveals the customer experience on the influence of thebrand attitude formation mechanism. Using structural equation model for empiricalresearch conclusion, the virtual community brand the four characteristics, includinginformation characteristics, system characteristic, communication effects and activityreturn four characteristics is to influence community participants in a virtual community brand in the core factor of experience, and different factors will affectexperience from different angles; And customer experience is virtual communitybrand influence brand attitude among variables, but of which only emotionalexperience on brand attitude has a clear positive influence, perception experience onbrand attitude direct effect is not obvious. The conclusion of this study hopes to brandconstruction of virtual community enterprises to provide some valuable guidance forenterprises, and through the virtual community brand promotion customer experience,improve brand attitude has a certain extent for reference.