Study On The Effect Of Brand Virtual Community Interaction On Customer Loyalty

People’s way of life has been changed a lot by the accelerated development of theInternet, the virtual brand community appeared as a different communication way comparedwith the past traditional one. The virtual brand community’s commercial value is growingas the research on it is getting deeper, which is able to assist enterprises to enhance servicequality and efficiency, decrease costs, save time, thus enhancing performance. Domesticresearch on virtual brand communities has been lack of empirical studies and mainlyfocusing on qualitative analysis. As a result, this paper mainly studied the virtual brandcommunity content and its relationship to customer loyalty.Firstly, this article reviewed the document about virtual brand community, perceivedcustomer value, trust and customer loyalty. Secondly, the model of these concepts were setup to study the influence mechanism of virtual brand community interactive on customerloyalty, then the theory model was tested by Amos using the data collected throughquestionnaire survey. Finally, the influence mechanism was explained based on the resultsof theoretical analysis and empirical research.The results reveal that virtual brand community interactive has significant positiveeffect on perceived customer value. And perceived customer value has positive effect ontrust and customer loyalty. Trust has positive effect on customer loyalty.At last, the contributions of theory and inspirations in the management were discussedbased on the consequences, which is looking forward to making up the simplification anddeficiency of virtual brand community and helping the managers to better manage it.