The Influence Study Between Virtual Community And Brand Loyalty From The Perspective Of Experience

Loyal customers of the enterprise is one of the most valuable assets. Due to increased competition and other factors, many brands faced the problem that loyalty reduce. Today which is experience economy now, consumers are increasingly paying attention to the good experience gained from brands, products and services, which is also of concern for many companies. Companies through innovative marketing tools, to meet the various needs of consumers, enhance their consumer experience to increase brand loyalty. With the rapid development of the Internet, there has been a virtual brand community, networking trend emerging virtual brand community gathered a large number of loyal customers, is becoming an effective marketing tool, and was confirmed by many companies. Virtual brand community appeared to break the limitations of time and space, reducing the participation threshold for consumers and make the number of community members was a great expansion, virtual brand community has become an important place for marketing companies. Under the background that experience economy and Internet economy, the virtual brand community caters to a large number of brand enthusiasts, has become an important means of fostering customer loyalty and business of a new marketing tool,an important weapon to gain dominant status in the competition.In this paper, the author take a combination of qualitative and quantitative research methods. Specifically, the paper uses literature inductive method, questionnaire, empirical research method to form the research framework and research issues, and proceed data analysis, and ultimately get the research conclusions, the lack of research and studies Prospect. From the perspective of the experience of a virtual brand community members, the paper divides the brand experience into five dimensions which are sensory experience, emotional experience, thinking experience, behavior experience and relationships experience, and uses brand experience virtual brand community members as independent variables, commitment to virtual brand community as mediating variables, the extent of virtual brand community members to participate as a moderator, to build a virtual brand experience on brand loyalty impact model.Established on the basis of the model, the paper referring to previous research results and practical combination of research, design the scale of the study design and use the SPSS software to do statistical analysis and hypothesis testing. Through empirical research, we draw the following conclusions:(1)The sensory experience, behavioral experience and relationships experience have a significant positive impact on commitment to virtual brand community. But emotional experience and thinking experience don’t pass regression analysis, so their impact on the community commitment is not obvious.(2)The empirical study analysis also proved sensory experience, behavior experience and relationships experience a strong positive influence on loyalty to the brand. But the reflection effects of emotional experience and thinking experience on brand loyalty is not significant.(3)Community commitment as a mediating variable, the paper proves that the empirical research community commitment has a positive impact on brand loyalty, it has also been confirmed by many scholars. The intermediary role of community commitment is of importance to enhance brand loyalty.(4)The degree of participation in the sensory experience, behavior experience and relationships experience has played a significant regulatory role, but the degree of participation in the relationship between community commitment and brand loyalty regulatory role not significant.Based on this, the paper proposes companies should focus on improving the brand experience, brand building, and marketing to encourage consumers to participate in innovative marketing inspiration. Finally, this paper proposes research prospects which are paying more attention to the study of detailed research of a brand for the group, or comparative study of different brands, and completing intervening variables and moderating variables of the model.