Research On The Influences Of Brand Community Relationships On Comsumer Attitude

With the continuous improvement of the production mode,the production efficiency of the products has been continuously improved,and the market has been turned from the supply to the demand.In order to improve the competition ability and set aside customers,enterprises are attaching more and more importance to establishing long-term cooperative relationship with customers through brand.The development of mobile Internet breakthrough the limit of time and space between customers and enterprises,greatly reduces the communication cost,make the community become a way of life of people.With the breadth and depth of community interaction,consumers are more likely to find their own brand community based on the love and demand of a brand.Within the brand community,the intensity of interactions among members affects consumers' perception of the brand.On the basis of this,this paper studies the influence of relationship strength among members of brand community on its brand attitude from the perspective of social relations.This paper consists of three parts.First,through the literature research method,building the research model and putting forward the hypothesis.Based on the brand community theory,social relations theory and interpersonal trust theory,the research on brand community,relationship strength,interpersonal trust and brand attitude was reviewed.Starting from the social network nature of brand community to the social network theory of relationship between the intensity of application in the research of brand community,and using the interpersonal trust as the intermediary variable,relationship between strength of the research on brand community's impact on consumers' brand attitude.Secondly,the research hypothesis is verified by means of questionnaire survey.The questionaire survey was conducted in the xiaomi community and the apple community.The research will analyse the collected sample data by using stasitical analysis software such as SPSS 20.0 and AMOS 21.0.Finally,according to the results of the experiment,the conclusions are drawn,and the corresponding marketing Suggestions are put forward to help enterprises to have a strong competitiveness under the community era.Based on the brand community theory,social relations theory and the theory of interpersonal trust,this paper studies the influence of the relationship strength of members in the brand community on consumers' brand attitude,and the mediating role of the interpersonal trust and the adjust action of human susceptibility,which enriches the research on brand community.The innovative points of the article are as follows:(1)Based on interpersonal trust,it constructs the influence mechanism of the relationship strength of brand community on consumer brand attitude.This study by analyzing the brand community relations,interpersonal trust and brand attitude strength variable research,on the basis of combing,trust also examines the cognitive,emotional trust research on the influence of the cognitive and emotional attitude.Therefore,this study not only enriched the perspective of brand community research,but also enriched the path of the brand community action mechanism.(2)In this paper,we study the influence of brand community relationship strength on consumer brand attitude,and consider the moderating effect of interpersonal susceptibility of members.In the theoretical research of interpersonal influence on the basis of an in-depth study and comb,empirical research,has been in the relationship between intensity on consumers' brand attitude research mechanism,human susceptibility to play a regulatory role.