A Reasearch On The Relationship Of Member's Participation Motivation And Brand Loyalty

Brand loyalty is essencial to the brand,and also a valuable assert of the company.Brand loyalty can lead to a double win for both companies and consumers,thus the research about brand loyalty has always been a hot issue to scholars and entrepreneurs.With the Internet rapidly developing,virtual brand communities have been more important,which integrate the advantages of virtual brand communities.For customers,virtual brand communities can break through the limit of time and space,and reduce the hard work of discover and join in the communities,thereby creating the genuine value for customers.For businesses,virtual brand communities can be used to build and keep customer relationship and foster brand followers as a new marketing medium.With the rapid economic development and competition becoming fierce,the consumers' demands are getting more diversified and personalized,so it is a problem to think about for every enterprise that how to make good use of the virtual brand communities to shape and maintain the customer relationships and operating brand equity.So for what would consumers so like to take part in virtual brand community?And what behavior do they have in the community?Based on the thoughts above,the context aims to analysis the relationship between brand community and brand loyalty from the perspective of social network.This context starts with consumers' participation in the virtual brand community to investigate the antecedent and consequence of network density and analyze the mechanism of how members' participation motivation have impact on their brand loyalty.First,we have a look back at the previous researches on virtual brand community.And then propose and check out the research assumptions and theoretical models with the SPSS 20.0.Empirical results have shown as follows:The member's participation motivation has significantly positive effects on brand loyalty.In addition,network density and belonging both have mediating effect in the relationship.At last,this paper presents some suggestions about business inspiration and future improvement on the research on the basis of the findings.We wish this paper can help consumers and enterprise to have a better understanding of virtual brand community,and improve the use of them.