Study On The Effect From Irrational Factor On Online Brand Loyalty

With the development of Internet and mobile Internet technology and application, the consuming way, the business mode of brand, as well as communication between brands and consumers have undergone tremendous change. Convenience of online environment allows consumers to enter into a "virtual shops " easily, and also can leave easily, consumer brand loyalty has become more difficult to be controlled. In addition to the traditional high cost of advertising and marketing, more and more businesses begin to convert thinking, use the social networking platforms to create a new platform for interaction with users, the users of which rope to the potential consumer groups, brand marketing from the past "Excuse Era" into the "participation of the times."Traditional economic theory, the consumer is considered to be entirely rational "economic person", and always make the best choice in accordance with the principle of utility maximization, in this context, a lot of emotion and consumer brand loyalty is difficult to set up. In fact, brand loyalty formation process, due to the impact of emotional factors, social factors, and other internal and external irrational factors, consumer brand choice behavior presents a lot of irrational phenomena. In the era of social networks, such irrational factors affecting consumer phenomenon is widespread. However, these effects are not necessarily irrational factors produced negative, businesses can take advantage of irrational thinking of consumers, so that in the process of trial, satisfaction to loyalty, important transition play forward, while avoiding the negative fonn irrational factors experience the negative effects of marketing activities.Online brands include traditional brands online channel migration, and network platform to rely on the brand was originally developed, our study chose the former as the main object, and micro-blogging marketing research background, psychological research from traditional commodities or migrate to online shops marketing methods and environment effects. In order to explore the impact of such irrational factors loyal online brand, first of all, to clarify the general theory online brand loyalty formation process, combined with case studies and literature review, from a psychological point of view, irrational factors play an important role during the find; then, the relevant principles on the use of social psychology psychological factors summarized above explanation, build a three-stage model of irrational factors influence online brand loyalty formation; Finally, the use of social scientific computing system dynamics knowledge and Malta Markov method to model the dynamic evolution of these modeling and simulation, the simulation experiment run repeatedly adjust the probability of each factor, multiple observations, summarized the law of their system characteristics and behavioral mechanisms.After analysis, the online environment, consumers’brand loyalty formation process including online brand image, online brand satisfaction, brand loyalty online in three stages, compared to the price, quality, functionality and other economic factors, play a more important role during the non-rational factors can be divided into the collective cause irrational and emotional factors and social factors into two categories, for these factors, from the perspective of social psychology; social factors which include information on the search results and word of mouth influence, emotional factors, including brand impression, brand experience, brand communication; these two categories of factors are affecting consumer trust and brand identity into a sense, creating a certain brand attitude, if merchants to guide and communication, can develop into brand loyalty. All factors that may directly or indirectly affect the use of probabilistic simulation model simulation system, looking for the emergence of the law, the final results of the analysis with case put forward a number of practical marketing strategy recommendations.In summary, with the development of social networks, social network marketing environment increasingly highlighted, brand reputation and marketing information to the unique context of the social perception of the value of human interference with the illusion of traditional rational consumer decision-making, the formation of collective irrational consumption, if careful brand marketing environment, the use of such information or the reputation of the brand and create a situation can make the Internet environment defects in system construction and consumer trust experience. While focusing on observation and summed to obtain the rules and characteristics of the brand loyalty of consumers on the Internet product design, resource allocation and marketing planning and so has a positive significance.