The Impact Of Consumers' Mobile Phone Brand Experience On Their Brand Loyalty

Fierce competition in the market gradually turns into brand competition,and the competitive advantage of a brand depends on brand loyalty.Brand experience can enhance the mutual assistance between consumers and enterprises and enhance the brand loyalty of consumers.Therefore,the brand is widely concerned by enterprises and scholars.This study attempts to explore the influence of brand experience on brand loyalty.From brand experience to brand loyalty,there are many influencing factors,such as brand awareness,brand value,brand trust,consumer involvement,etc.,among which the main variables such as consumer involvement and brand trust play an important intermediary role in this process.Taking mobile phone brand as an example,this study takes brand experience as the independent variable,brand loyalty as the dependent variable,and consumer involvement degree and brand trust as the mediating variable,and focuses on investigating the effect mechanism of brand experience on brand loyalty.By means of questionnaire survey,702 questionnaires were distributed to randomly selected subjects through online distribution.Finally,a total of 601 valid questionnaires were collected.Then,correlation analysis,regression analysis and intermediary analysis were conducted on the collected data using SPSS 18.0 and Mplus7.0 statistical tools,Preliminary results are as follows:(1)consumers' mobile phone brand experience has a very significant positive prediction for brand loyalty(=0.374,p<0.000).Multivariate regression analysis was conducted on the lower dimension of mobile phone brand experience,and the results showed that: Correlation of mobile phone brand experience,sensory experience,emotional experience and moral experience in turn into the equation,and the regression coefficient was 0.345(p < 0.000),0.230(p < 0.000),0.199(p < 0.000)and 0.074(p < 0.05),and therefore the mobile phone brand association experience,sensory experience,emotional experience and moral experience of brand loyalty is significantly positively predict,consumers of mobile phone brand association experience,sensory experience,emotional experience and moral experience is higher,the consumer also stronger on the mobile phone brand loyalty.However,the return of thinking experience to brand loyalty is not significant.2)the consumer mobile phone brand experience on brand trust has a significant positive prediction function(beta = 0.328,p < 0.000),the consumer brand trust for brand loyalty has a significant positive prediction function(beta = 0.465(p < 0.000),and brand trust plays a role of intermediary between brand experience and brand loyalty(effect value = 0.153,95% confidence area does not include 0),the consumer mobile phone brand experience is applied to brand loyalty through brand trust and consumer of mobile phone brand experience,the better,the mobile phone brand trust is higher,the more the phone brand loyalty.(3)consumer mobile phone brand experience on consumers' involvement degree very significantly positive prediction function(beta = 0.957,p < 0.000),the consumer involvement degree of brand loyalty has a significant positive prediction function(beta = 0.124,p < 0.05),and degree of consumer involvement does not play a mediation role between brand experience and brand loyalty(effect value = 0.119,95% confidence area including 0),as the consumer mobile phone brand experience not to consumer involvement degree of intermediate variables to influence the brand loyalty.But consumer involvement degree by influencing the brand trust between brand experience and brand loyalty in the formation of the brand experience-the degree of consumer involvement-brand trust-brand loyalty of the chain of intermediary effect(effect value = 0.149,95% confidence area does not include 0),i.e.consumers of mobile phone brand experience,the better,the higher the degree of involvement with the mobile phone brand,the higher brand trust for the phone,the more the phone brand loyalty.This study takes mobile phone brands as an example to analyze the influence path of brand experience on brand loyalty,and forms a chain intermediary between consumer involvement and brand trust to provide a new perspective to study the influence of brand experience on brand loyalty,which enriches the brand loyalty research theory to a certain extent.In practice,the conclusions of this study are also helpful for enterprises to better implement experiential marketing so as to promote consumers' brand loyalty.Undoubtedly,this study has certain theoretical and practical significance.However,the limitations of sampling in this study result in certain limitations of the research results.Future research needs to further expand the research samples to improve the universality of research results.