| With the development of new media economy, virtual community becomes an effective medium that users can get online information about products, brands. Studies have found out when consumers search for product or brand information, they would give priority to the reference of Internet word-of-mouth (IWOM). That is an important influence which on its brand satisfaction and brand loyalty. On the basis of literature research, paper will study the influence mechanism of IWOM’characters on brand loyalty, and test and revise the model by the empirical method.This article takes the combination of qualitative and quantitative research methods. Firstly, according to the community and individual dimensions, this article chooses five key variables of influencing IWOM:Expertise of Seeker, Self-Congruity, Atmosphere of Community, Community Credibility and Online Tie Strength; then IWOM influences the brand behavior through perceived value and brand trust, so the article proposes the model that IWOM how to influence the brand loyalty with perceived value and brand trust as mediators variable.Then the article makes a design, put a forward hypothesis and use the SPSS 19.0 software to statistically analyze the data from the survey, the conclusions are as follows:(1) The effect towards brand loyalty made by Expertise of Seeker and Community Credibility can be divided into directly driving effect and indirectly moderating effect. Perceived value and brand trust have the partly media influence in this process.(2) Self-Congruity has positive influence on brand loyalty. Perceived value has the totally media influence in this process.(3) In virtual community context, Atmosphere of Community and Online Tie Strength have no influence on brand loyalty, because its low community density and weak links.(4) The customers’ perceived value and brand trust is the main driving factor for the formation of brand loyalty, and perceived value has the impact on brand trust. |
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