Research On The Influence Of Brand Community Characteristics And The Members' Brand Loyalty

Along with the rapid changes of the media and the improvement of living standards,more and more people exposed to the brand community and participate in it when they put themselves in the process of shopping,entertainment or learning.Under the background of the "Internet +" era currently,all kinds of brand community have shown up.In this new period,brand community no longer constrained to traditional forms which have limits on geographical,time and space through the Internet and new media technologies.Brand community take products and services of the brand as the core,and bring consumer groups having similar interests and values together.For enterprises,brand community exist for providing a platform sharing information,establishing contacts and commuting with each other,which not only changes the old form of communication between enterprises and consumers,also makes consumers have more opportunities to feedback and declare themselves.As the relationship between members of the community and the brand have become increasingly close,enterprise could understand what's the consumers' real demand in a corresponding degree,then making a target and taking measures to enhance brand quality.In recent years,the purchasing power of consumers have increased and the personalization of consumer demands also continuously emerging,how to develop,maintain and develop loyal customers effectively become the problems which have to be solved for the enterprise in the developing process.On this basis,this paper argues that there is an inevitable connection between the brand community's properly operation and consumer loyalty,the in-depth study of brand community characteristics has important significance and value both in research and in practice.Due to brand community characteristics' impact on consumer buying behavior is indirect and abstract,we take the theory of perceived value as the new starting point,start from the brand community characteristics of measurable,make quantitative checking for the consumer's perceived value,then we could explore the brand community characteristics' influence mechanism of brand loyalty.At first,this article summarizes the related literature about the brand community,brand community characteristic dimension,the customer perceived value and brand loyalty.Secondly,it puts forward the model that brand community characteristics influences on consumers' brand loyalty which takes perceived value as intermediary variable dimension and all the hypothesis of this article.The influence of the characteristics of brand community is divided into three dimensions,namely functional characteristics,emotionalcharacteristics and social features.The empirical part of this study in order to have consumers joined any brand community as the sample,and collect questionnaires through a variety of media ways.What's more,this paper use spss20.0 software for data analysis,the descriptive statistics analysis,reliability analysis,validity analysis,correlation analysis,regression analysis and other methods of hypothesis test also used in the analyses.Research conclusions of this paper are:(1)brand community characteristics of our community members there have positive influence on perceived value significantly,brand community's functional characteristics,emotional characteristics and social characteristics there every last has a positive influence on perceived value significantly;(2)brand community characteristics of our community members there have significant positive influence on brand loyalty,brand community functional characteristics,emotional characteristics and social characteristics every last has a positive influence on brand loyalty significantly;(3)brand community member's perceived value of the brand loyalty has a significant positive influence,and perceived value plays an completely intermediary role between the brand community characteristics and brand loyalty,and between each dimension of brand community characteristics and brand loyalty.Finally,according to the marketing practice and combining with the empirical conclusions,this study puts forward some proposals about the management and construction of brand community for the enterprise,and probes into the limitations and the future direction of this research area.