Research On The Influence Of Virtual Brand Community Perceived Value On Community Loyalty Under The Social Media Environment

With the increasing development of Internet,Consumer have more ways to obtain information,information is also more abundant.It let enterprise have more channels to promote the brand.In the back of social media,Virtual brand community has become an important platform where many enterprises to strengthen the communication with consumer.Community members can use community to understand the products and services information in time.They can communicate with other through community to get other experience and release pressure in real life,establish relationships with community members and get the identity and belonging.More and more enterprises and scholars found the importance of virtual brand community,this research in domestic and overseas is becoming more and more deep,but in view of the community member's perceived value impact on the community loyalty research is less,so it is necessary to analysis of perceived value,community trust and community loyalty,it can provide some reference for users and businesses.Studies show that trust,perceived value,perceived quality,satisfaction,and personal characteristics have affect to community loyalty.This paper focuses on research on the influence of virtual brand community received value on community loyalty under social media environment.First of all,I reviewed the relevant literature and classified the perceived value dimension.And then,I analyzed the perceived value's influence to community trust and community loyalty.Finally,I establish the research framework of "perceived value-community trust community loyalty",and put forward assumptions.In this study,I use statistical software SPSS21.0 to analyze data.The results showed that the perceived value(functional value,social value,psychological value and hedonism value)had a positive impact to community trust and community behavior loyalty,and except hedonism value,other three perceived value(functional value,social value and psychological value)had a positive impact to community attitude loyalty.And community trust has a mediating effect between perceived values and community behavior loyalty,has a partial mediating effect between perceived values and community attitude loyalty.In this paper,the research shows that perceived value and community trust have an important influence on community loyalty.In order to improve community loyalty,enterprise should do the following:Rich information,strengthen community communication,and perfecting the community function to mining perceived value;Enhance communication,information true,keep the promise to cultivate trust.Community of users want to get more value from the community must to participate in activities actively and timely feedback.