Research On The Impact Of Brand Loyalty Intention Member Interactive Virtual Brand Community

With the development of network and digitaltransmission technology,the communicationbetween each other has become a big part of people’s lives through the network.Due to thegrowing number of people in the network communicating information with value,theinfluence of virtual community based on individual interest and specialized needs hasgradually exceeded the influence of traditional community.Virtual community can reduce thedifficulty to finding and joining a community,and it can break through the limited in time andspace,and it can take the real information needed and related knowledge for the virtualcommunity members.At the same time,from the perspective of enterprise,the virtualcommunity can satisfy both the society with business in the multiple needs for theenterprise,thus the virtual community will become a part of the core competitiveness of theenterprise electronic commerce.Virtual brand community mainly refers to the network virtualcommunitu or forum organised by the brand lovers or the corporate,and the members candiscuss and communicate the brand knowledge,brand experience or the perception with eachother in the community.Such as the Samsung, IBM, iphone, ipad and so on.In theenvironment of serious competition in all kinds of brand and fast transformation of themarket environment, it is a important topic how to establish a brand community with a largenumber of loyal members and how to use the community to enhance the brand loyalty better.In this social environment, this paper focuses on the study of the virtual brand community onthe information-exchange convenient, studies how the interactive of virtual communitymembers influences the brand intentions loyalty.After the reviews and analysis on the community, virtual community, brand community,connectivity,influence and dependence and other related literature, combined with analysis oftheir theory, the paper put forword several hypothesis in several levels, and on the basis of theresearch hypothesis, it establishes the modle of how the virtual brand community membersinteraction influence brand loyalty intentions.The empirical study way method is mainly usedin this paper, and the electronic products virtual brand community is the research object ofthe article such as telephone, ipad. It compose with the investigation and analyse of thecurrent situation of the community members, through the online questionnaire. The feasibilityof the model and the applicability of the method will be test.Through the research that:(1) The interactive between the virtual brand community members affect the brand loyalty better.(2) Sense of community has an important significance for the development of virtualbrand community members of brand loyalty.(3) Brand entertainment and brand familiarityhas a moderating effect on the interactive virtual brand community members on brand loyaltyintentions of brand.It can also offer the effective theory instruction and the practice referencefor the virtual brand community.At the same time, it can help the enterprise make better useof the virtual brand community for brand management to a certain extent.I hope this studycan be helpful for the brand management strategy of enterprise in our country, enable theenterprises to make better use of virtual brand community for the brand marketing and brandmanagement,adapt to new environment better,and finally get the brand competitionadavantage.