Research On How Will Customer Network Impact On Customer Engagement Behavior

With the rapid development of information technology and knowledge economy, there are more similar brand and product for customer to choose, so the mental and physical state of customer is vital important to enterprises. And customer behavior is not only purchasing behavior but also customer engagement behavior such as participation and word of mouth. In the recent years, customer engagement behavior has received speedy development and substantial attention of scholars and marketing practitioners with the help of internet and new media, so it’s a new area of marketing. There are a few researches about customer engagement, and most of them are concentrated on the definition of customer engagement and dimensionality, few of scholars try to explore the cause and effect of it. Therefore this thesis try to explore how will customer network impact on customer engagement behavior.First of all, we descript the theory of customer engagement behavior and social network, and on the basis of form study, we elaborate the definition and theory of customer engagement behavior and customer network. Then base of analyzing the existing theory, we make the influence mechanism of customer network feature to customer engagement clear and propose the hypotheses and model of customer network to customer engagement behavior. At last, the hypotheses and model have been tested by using Structural Equations Model method to analyze the data collected from the customers of Apple brand community by questionnaires.