Research On Impact Of The User’s Participation On The Brand Loyalty In The Third Party Virtual Brand Community

Virtual brand community has its own unique advantages,which combine the advantages of both the virtual community and the brand community,now it has become one of the hot spots in recent years.Virtual community attracts much attention since it emerges,it can breakthrough the geographical limitations of traditional community,people don’t restricted by time and space,which is based on the Internet allows users to join them simply and conveniently.Brand community is the integration of the people who are the fans of the same brand,the users of the community have a highly identity of the community’s value and philosophy,and they will spread the knowledge of the brand,positively response to variety activities and ceremonies of the brand,so as to enhance the brand identity,to further enhance the loyalty of the brand. Virtual brand community fusion two the advantages of the two communities,it can break through the limit of the time and spatial,and it can also help to cultivate brand loyalty of users, create value for customers at the same time,but also help to meet the enterprise’s needs in social and commercial.Therefore,managing virtual brand community will be one of the key business of electronic business affairs to the enterprise to extend.By reviewing the literature of recent years,the authors found,literature on virtual brand community mostly concentrated in perceived value effect on the participation and brand identity on the brand loyalty effect,for community participation impact on brand loyalty research lack of systematic analysis framework and empirical research,and the research object mostly concentrated in enterprises or users in the main building of the virtual brand community.This study draws on the framework of community participation in the study of virtual brand community and the framework of brand community on the impact of brand community on brand related factors,to study the new research object of the third party virtual brand community,Explore the influence of virtual brand community user participation on brand loyalty,This research has obtained the following conclusion through the empirical analysis:(1) User’s participation motivation virtual brand community has a positive impact on the participation behavior at the same time, different participation motives have different influences on the participation behavior;(2) The virtual brand community participation behavior has a significant positive effect on brand loyalty.(3) Community identity plays a partial mediating role in the relationship between virtual brand community participation behavior and brand loyalty.