The Impact Of Electronic Word-of-Mouth On Digital Consumers’ Brand Loyalty

Brand loyalty has been the hot topic in the theoretical research and the corporate w orld both at home and abroad. With the development application of digital technology, d igital has changed people’s daily consumption habits. More and more people choose to search information, purchase goods and services online. More and more consumers turn into a digital consumers.At the same time, network and the Internet has changed people’s life. The role of the internet word-of-mouth has became more and more important. Thus internet word-of-mouth how to affect the digital consumers’brand loyalty? In the digital age, which ways should enterprise through to establish and enhance the consumer’s brand loyalty has became an important problem need to discuss. Based on the above reasons this research has studied the Relationship between electronic word of mouth and digital consumers brand loyalty. The main conclusions of the study are as follows:(l)Electronic word of mouth has significant positive effect to digital consumers’ brand loyalty. The number of electronic word of mouth and the scores of electr onic word of mouth both have significant positive influence on brand loyalty.(2)Brand trust plays a mediating effect on the relationship between electronic word of mouth and digital consumer’s brand loyalty.(3)Digital consumers’personality trait could moderate the effect of electronic Word of mouth on digital consumers’brand loyalty. Extraversion and agreeableness play significant positive adjustment role between electronic word of mouth and digital consumers’brand loyalty. Neuroticism and conscientiousness play a negative adjustment role between electronic word of mouth and digital consumers’brand loyalty.