Exploring The Influence Of Information Spam In Virtual Brand Community

With the advent of the Information Age and the intensification of competition in the market globalization,virtual brand community broke participation barriers of traditional Brand Community,and became a new medium for interaction between businesses and consumers.The key to cultivate high loyalty of consumers is to find which factors can influence consumer brand loyalty and affection mechanism,that is the paper attempts to solve.As we known,Diversification of information sources and anonymity make community binding is reduced greatly,resulting in patchy in terms of information quality.The existence of spam even became a big problem affects sustainable development of virtual brand communities.Therefore,this paper attempts to establish a theoretical model to explain the mechanism of information spam impact on community loyalty and brand loyalty from the mobile phone brand community.And this paper also explores in depth the type of information spam and the effect factors of brand loyalty in virtual brand community.Results will not only help to deepen research category,but also help companies achieve brand community management.Based on the literature review and practical experience,this paper presents a number of study hypotheses and a theoretical model of formation mechanism that information spam lead to changes in brand loyalty.This paper analyzed the distribution of samples,the validity and reliability of the questionnaires,the model structure and the research hypothesis by using AMOS 18.0 and SPSS17.0.The study found that(1)Information spam can be divided into unbelievable information,confused information and irrelevant information in three dimensions,which have a positive impact on sense of community;(2)The members' community satisfaction,community identification and community trust have a positive impact on the community loyalty directly,but does not directly affect brand loyalty,which must go through community loyalty;(3)The members' community loyalty can significantly positive influence on brand loyalty,the higher the community loyalty,the higher the brand loyalty.And relative to the CVBCs,MVBCs has greater influence on brand loyalty.