Research On The Impact Of Online Brand Community Interaction On Brand Loyalty Taking Domestic Phone Community As An Example

With the development of mobile Internet,brand community has gradually transferred from the originally traditional forums that take the PC terminal as the core to social WeChat group and micro-blog that take mobile terminal as the core.It has developed from a single convergent mode of communication to an open diffusion type of ecological community.Brand information flows in the relationship chains between the brand and the members,members and members with the community as the link.Based on the brand relationship theory and social capital theory,this study explores the impact of online brand community interaction on brand loyalty under the background of mobile Internet.On the basis of previous research on brand community interaction and brand loyalty,this study constructs the research model,takes information interaction and interpersonal interaction as independent variables,takes brand community identity as an intervening variable,takes recommendation & repurchase intention,complaint transfer and hostile loyalty as dependent variables,analyzes questionnaire data through SPSS and AMOS.And through research on netnography,makes a detailed description of the interactive scene of the typical community,makes a deep interview with representative members.The research has found that the post-90 s generation has become the backbone of the community,the information motivation for consumers to join the community is higher than social motivation,and community interactions are dominated by brand related information interaction.Consumers are most often concerned with the communities on the social platform.These communities play the role of brand information transfer station.The interactive content is wide and varied,the interactive context has very strong brand characteristics,which can be reflected and strengthen through means of expression,emoticons,and so on.Some of the hypotheses in this study have been verified,such as information interaction and interpersonal interaction both positively affect community identity;Information interaction positively affects recommendation&repurchase intention;Brand community identity has positive impact on recommendation&repurchase intention,and hostile loyalty;Brand community identity has partly mediator affect between information interaction and recommendation&repurchase intention,between information interaction and hostile loyalty.