Virtual Brand Community Experience Research On The Influence Of Brand Loyalty

Consumer's enterprise brand loyalty has become the core of the brand value,and the enterprise pursuit efforts to the goals in their market.The emergence of virtual brand community has broken the original community in time and space constraints,and it strengthens the relationship between enterprises and consumers,and it creates a new way for the brand loyalty of consumer.Virtual brand community not only meets the consumer product demand,but also it strengthens customer relationship management,and it satisfies the consumers in consulting,entertainment and interpersonal requirements.Discuss the virtual brand community which community behavior how to influence consumer brand loyalty will have very important theoretical and practical significance.This paper will start from the related research of virtual brand community.On the basis of predecessors' research achievements,the experience behavior of virtual brand community can be divided into three categories: information experience;interactive experience;entertainment experience.What's more,according to the consumer join the virtual brand community experience behavior after psychological perception,it put the other variables-virtual brand community trust,and with the aid of previous research literature,the virtual brand community trust is divided into three dimensions :the system trust,institution trust and interpersonal trust.By reviewing the brand trust and brand loyalty's research,the definition of brand trust and brand loyalty,and study factors,this article will define and measure the system trust,institution trust and interpersonal trust from the three aspects of brand trust.Following the consumers participate in virtual brand community behavior to define and measure brand loyalty.Based on a large number of relevant literature review and comb,this paper will establish the virtual brand community,which consumer's behavior will influence trust in brands,and which in turn affects brand loyalty theoretical logic.According to the previous analysis,this article will build a conceptual model and put forward assumptions.This article selects the virtual brand community in reality as the research object,and the community members have carried on the questionnaire survey.Then using SPSS software analyze the collected data,the empirical test the behavior of each brand trust and each experience factor,and the influence of each brand trust factor's influence on brand loyalty.Overall it is concluded that the experience behavior of virtual brand community trust affects the virtual brand community,and the virtual brand community trust positive influence on brand loyalty.Because of all sorts of experience behavior factors are involvedin this study within the scope of control and management of the enterprise,therefore,not only has theoretical significance,this study can also be virtual brand community construction and management for the enterprise to provide theoretical suggestions and enlightenment.