| Brand Loyalty has become the core of the Brand Value nowadays.All enterprise are making their efforts to the pursuit of this goal.The emergence of Virtual Brand Community has broken the traditional brand community of the limit in time and space,to strengthen the relationship between consumers and businesses.In a sense,to cultivate Brand Loyalty for the enterprise has created a new way(Muniz & O'Guinn,2001;Yang,2014).Virtual Brand Community provides a platform for businesses and consumers as the brand interaction.Not only satisfy the business enterprise,to promote products to consumers,strengthen customer relationship management demanding,but also meet consumers in getting information,entertainment and social needs.In reality,more and more brands are using Brand Community platform to share information and experience.In a way,the product competitive is series nowadays,how to run the Brand Community and preservation of Consumer Loyalty has become the focus of the enterprise.At present,about the study of Virtual Brand Community Impact Mechanism,mostly focus on the consumer interaction and participation in community of brand orientation.In reality,the consumer is based on a variety of participation motivation to join a Brand Community,what perceived value do the customs have? These different Perceived Value will affect consumer Brand Loyalty or not? What are the Mechanisms of the influence? Such as problems were few dabble in.Therefore,from the consumer's cognitive perspective,this study focused on Virtual Brand Communities,with a commercial brand community of consumer perceived value on the influence of Brand Loyalty,and verifies the Community Identity in the process of mediation effect.To solve these problems,first of all,through literature review,classifying the Consumer Perceived Value of Virtual Brand Community;Then,to explore the influence of different perception of the Value;Finally,take the Community Recognition as an intervening variable,to study the influence factor on brand attitude and consumer behavior tendency.Based on the empirical study,the sample quality is representative of the electronic industry,take Mobile Phone Online Community as the research object.On the basis of previous literature,puts forward mobile community of consumer Perceived Value as the Independent Variable,to introduce Community Identity as Intermediary Variables,Brand Loyalty as the Dependent Variable,build the relationship model between each Variable and Research Hypothesis.This paper uses questionnaire investigation,using SPSS21.0 software was carried out on the data obtained descriptive statistics,reliability validity test,and correlation and regression analysis,one by one to verify the Hypotheses.Results showed:(1)the Mobile Community of Consumers Perceived Social Value,Information Value,Image Value and Entertainment Value have significant influences on Brand Loyalty;(2)The community of Consumers Perceived Social Value,Information Value,Image Value and Entertainment Value has significant positive influence on Community Identity;(3)Community Identity has a significant effect on Brand Loyalty;(4)Community Identity in the mediation effect of Customer Perceived Value and Brand Loyalty,among them,the community sense of identity in the "Social Value" with the Brand Loyalty has partial mediating effect,in the "Information Value","Image Value" and "Entertainment Value" play a partial mediation effect.Finally,combining with the consumer interviews for Mobile Community and Community managers to provide some marketing advices,to make it better use community approach marketing,to win consumer's brand Loyalty. |
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