| The age of the Internet consumers to contact a new brand or an original brand series of new products before the perception of the brand experience or just stay in the enterprise of its brand's product description or evaluation is obtained through a variety of channels to the brand reputation of the non personal perception. In network consumption has become increasingly popular and time, money, energy, physical strength is so precious, consumers in the brand community form based on information sharing and interpersonal interaction, and then get their needed help, by relying on the community, consumers can obtain good brand experience on the brand, and increase in the community sense of belonging, both beneficial to businesses and consumers a win-win situation. In today's brand community, those factors will have an impact on the brand experience, and its excellent brand experience can enhance the sense of community belonging to consumers, which have become a new topic of research. This paper is divided into four parts. The first part is the introduction, which mainly describes the research purpose, significance, the main ideas and content of the research, the main methods of research and innovation. Literature related to the second part, the literature review, a brief brand community, brand community belonging sense, experience, brand experience and on relations between them are given a brief overview, and then put forward my own research direction that mobile Internet era of brand community in information sharing and interpersonal interaction is how to influence consumer brand experience, and excellent brand experience can enhance consumer community a sense of belonging and for enterprises to better were brand, brand community experience management to provide suggestions, in order to reach consumers and companies to mutually beneficial and win-win situation. The third part-- the model and hypothesis, through the reading of the relevant literature, combing and through the conversation with the professional instructors, proposed the research model of this paper, and put forward the research hypothesis. In the fourth part, the sample selection and the design of the questionnaire, the design of the questionnaire and the research objects were selected. The fifth part: data analysis, research brand community information sharing experience and interpersonal interaction experience two dimensions of the impact mechanism of the consumer's sense of community belonging, and then use SPSS18.0 analysis software for data analysis. 1. The research object of the basic information, mainly on the gender, age, education, income, and so were demographic analysis, understand the basic background of the research object; 2. The research object of the basic characteristics and behavior frequency analysis, understand the behavior characteristics of the research object: landing community frequency, to join the community of the length of time such as; 3. The questionnaire variables indicators are classified and analyzed. Will different items are classified, and the analysis of weft reduced; 4. The research object of the reliability analysis, on scale design, test subjects responded to the reliability; 5. Questionnaire questions the validity of analysis, analysis measurement items are real and effective expression variables; 6. The questionnaire variables correlation analysis; 7. Questionnaire hypothesis of confirmatory analysis, using multiple linear regression analysis method to test the independent variables due to the influence of variables. Finally, through the analysis of the brand community in the consumer brand experience of the community members belonging to the impact of the model. The sixth part--research conclusions and recommendations, according to the analysis results of the above data, draw the conclusion, and put forward some suggestions. Finally, points out the shortcomings of this paper and puts forward some suggestions for future research. |
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