Research On The Impact Of Virtual Brand Community Value On Community Loyalty

The rapid development of the Internet greatly increases the speed of this era, which has the impact on The foundation of social existence and development of the human survival,business, activity patterns and also extend people’s space.Virtual brand community is the community formed by the consumer gathering on the platform of the Internet using the same brand of goods or services.Internet makes communication between members of the virtual community brand breakthrough geographical restrictions, so the members can simultaneously share product information, participate in community activities. therefore, there are many companies which regard the virtual brand community as an important platform for corporate marketing activities and carrying out marketing activities, and explore how to use a variety of relationships in brand communities to bring immediate benefits,enterprises and scholars began to focus on this virtual community after it emerged and it is also a hot spot in the marketing academia. However, the complexity of virtual network world, the variety of social consumer consumption concept, the adjustment of corporate business philosophy, a wide range of different brand community, which means that the relevant research theories need to continue to test and modify.Based on relationship marketing and customer relationship theory, this paper focuses on the effect of community value on community loyalty, and examines the moderating effect of community identity and community commitment, it also discusses the relationship between community value and community identity, community value and community identity, community identity and community loyalty. Firstly, we sort out the relevant literature, referencing the previous literature and combining our point of view, this paper gives the definition and dimension of various concepts of variables about community values, community identity and community loyalty, Based on the existing research literature on the relationship between the relevant variables, the paper builds a conceptual model then the paper designs a survey questionnaire and collects sample, and then uses statistical software to analyze the data.Conclusions shows that two dimensions of community identity is credible, though which community values can drive community loyalty,for the first time we verify the impact of community identity on community commitment,and the relationship between community values and community commitment. The paper firstly discusses the relationship between two variables; secondly, it discusses the innovation points and theoretical significance; finally, it discusses the theoretical significance of the research conclusion and the Enlightenment from the perspective of the whole model, and the paper gives practical advice on community management on the basis of the conclusions.Finally, this paper analyzes the shortcomings of the research and the prospect of future research work.