Mediating Role Of Perception Of Self-determination On Customer Interactions And Brand Loyalty

In the past, it was generally agreed that the economy as a corporate entity, itsfundamental purpose is profit, that is, onlypayattention to the interests of owners.Withthedevelopment andsocial progress ofscienceand technology,themarket environmenthas undergone tremendous changes, the role of the consumer in the market has shiftedand their status is rising. Consumer interaction to the enterprise value is also more andmore draw attention of scholars.This study brings the "self-determination theory" into the field of marketing.Automobile brand virtual community is as an object of empirical research. Byintroducing consumers to "self-determination" of the inner state of consciousness,combining to create a theory of value and SOR theory of consumption by interactionand brand loyalty to explore the mechanism more detailed. The main purpose of thispaper is trying to combine the most essential to stimulate consumer-consumerinteraction and the heart of the most important internal perception-a sense of self-determination to open interactive consumer brand loyalty affect black box mechanism.The first three chapters of this paper, the main conclusion of the study by combing therelevant theories and scholars, by combing to create a theoretical value given in thefield of consumer consumption and operational definition of interaction, by drawing onthe theory of self-determination the core theory-basic psychological differentiatesconsumerstheoryof self-determinationintoasenseofself andbelongingcapacity;Andbased on previous studies, the paper presented preliminary model assumptionsThefourth chapter describes the meaning, and questionnaire design modifications andpayment about the major car brands choosing virtual communities for the studyThefifth chapter is the data analysis and hypothesis testing, first of all, using the reliabilityand validity check to ensure the reliability and internal consistency of the questionnairedata; Then, the preliminary findings validate the correlation analysis, and then usingregression analysis further indicates the direction of the relationship; Finally, WenZhonglin mediating effect of the proposed test procedures for mediating effect can betested, and research model has been amended. The sixth chapter is to study the conclusions and recommendations, the main conclusion of the study sought toinvestigate the possible causes of the results of the binding properties of the virtualbrand community; Suggestions for some of the major empirical results of this study, onthe business of virtual brand community revelation propose appropriate managementand marketing recommendations to improve consumers’ brand loyalty.Through this research and analysis, several conclusions are achieved:（1）Consumers-Interactive product, consumers-consumers interactions、consumers-staff interactions can promote brand loyalty.（2）Consumers-Interactive and consumer products-consumer interaction havesignificant positive impact on the consumer a sense of self-determination, andconsumers-directly affecting their sense of self-determination of the interaction wasnot significant.（3）Consumers’ sense of belonging and a sense of self can forward their skills andpromote brand loyalty.（4）Mediating Role of Inspection: First, consumer self-sense of belonging, a sense ofself in the ability of consumers-the products partially mediates the interaction andbrand loyalty; second, consumers’ self-sense of belonging, a sense of self-ability inconsumption who-consumer interaction and brand loyalty in a partial mediator; third,consumers self-sense of belonging, a sense of self-ability of consumers-anintermediary role in employee loyalty and brand interaction was not significant.（5）Loyalty management recommendations proposed to enhance the virtualenvironment on the basis of brand research paper on the front, this paper emphasizescompanies in building virtual brand community to pay attention to the process ofinteraction to stimulateconsumption,but also cultivateasenseofbelonginganda senseof self-consumers the ability to self.