Study On Influence Mechanism Of Virtual Brand Community Interaction On Brand Loyalty

Brand loyalty is the most valuable asset for companies, but brand loyalty presents downtrend. Oppositely, virtual brand community brought together a large number of loyal customers, thus receive extensive attention of academia and enterprises. Now more and more enterprises try to build a virtual brand community to enhance the customer's relationship with the brand. How the virtual brand communities develop customers' brand loyalty? The research studies the effect of the interaction on brand loyalty and its mechanism from the angle of community interaction.The study adopts the theoretical and empirical research methods. First of all, on the basis of S-O-R model, the study determines the research model by analyzing related literature. Interaction is the independent variable, and divided into product interaction, interpersonal interaction and human-computer interaction three dimensions from the perspective of interactive content. Brand loyalty is the dependent variable, and divided into behavior loyalty and attitude loyalty including oppositional brand loyal item. Community identity is the mediating variable. Community status is the moderator variable. The study regards MI Community as the research object, sends questionnaires to its members, and uses the SPSS 19.0 to analyze the sample data. Conclusions as follow:(1)product interaction, interpersonal interaction and human-computer interaction has positive effects on behavioral loyalty and attitude loyalty;(2)community identity plays different mediating roles between three dimensions of community interaction and behavior loyalty, also plays different mediating roles between three dimensions of community interaction and attitude loyalty;(3)community play a moderator role between interpersonal interaction and community identity.Much literature study brand loyalty in virtual brand community, but from the perspective of interactive study is less. This paper studies the mechanism of virtual brand community cultivating brand loyalty from the Angle of interaction. It has a certain theoretical and practical significance, and provides some advice for the enterprise to build a virtual brand community.