Research On The Influence Of Virtual Brand Community Experience On Community Commitment

In recent years,due to the development of social media,virtual brand communities have gradually become an important hub for connecting companies and consumers.A large number of companies have started to actively establish and participate in virtual brand communities,hoping to use this platform to further enhance interaction with consumers.However,because of the low switching cost between the virtual brand communities and the commercial nature of the enterprises themselves,the loss rate of the virtual brand community members created by the company is higher.Therefore,how to retain the consumers for a long time and make the consumers in the virtual brand Continuous interaction in the community is a problem that the current enterprise management virtual brand community needs to solve.Based on the consumer experience perspective and the virtual brand community identification as the mediators,this paper constructs the theoretical model of the virtual brand community experience on the impact of community commitment.In order to provide suggestions for enterprises to effectively manage virtual brand communities,this paper divides the virtual brand community experience into three dimensions.It discusses the impact of information experience,entertainment experience and social experience on consumer community commitments,and verify that the virtual brand community identity' intermediary role between community experience and community commitment.This paper use a mature scale to prepare a questionnaire and obtain first-hand data,in order to ensure the industry representative of the sample,this paper selects virtual brand communities of multiple industries to collect a total of 364 valid questionnaires,complete reliability,Validity,overall measurement model,structural model test with SPSS21.0,AMOS21.0.The research results show that the information experience,entertainment experience and social experience in the virtual brand community experience directly or through community identity indirectly affect the consumer's community commitment.Satisfied information experience,entertainment experience and social experience help consumers to enhance the brand community's sense of belonging and attachment improves trust and satisfaction with the community and strengthens the willingness to continue interacting.This study enriches the theoretical research on the driving factors and the mechanism of the virtual brand community commitment.It can help related companies to start from the perspective of consumer community experience,carry out effective management of virtual brand communities,and increase consumer commitment to the commumity.