Research On The Relationship Of Virtual Brand Community Member's Participation Motivation And Brand Loyalty

With the development of internet technology,the traditional off-line brand community has already can't meet the needs of the consumers,and the online form of virtual brand community has gradually formed.This pattern has the characteristics of both brand community and the virtual community,and attracted the attention of more and more enterprises,become the marketing tool of enterprise competition for brand loyal users with each other.Review of the literature,we found that many Chinese and foreign scholars has carried on the related research of virtual brand community,but less experience about user participation motivation and the relationship between brand loyalty.Therefore,this article study the impaction between user's participation motivation in virtual brand community and the brand loyalty in the perspective of member's participation motivation.By means of literature survey,this study construct a theory model of Virtual brand community user participation motivation effect on brand loyalty according to Theory of Uses and Gratifications and Technology Acceptance Model,and make some relevant assumptions.Using questionnaire method to analyze related hypothesis validation,and we collected 350 valid questionnaires,then we used SPSS22.0 for data analysis.The study proves that virtual brand community user's participation motivation makes significant influence on brand loyalty;Part participation motivation has significant effects of community identity,including social motive can promote the generation of community identity;Part participation motivation has significant effects of flow experience;community identity and flow experience in the participation motivation plays a partial mediation effect on the impact of brand loyalty.From the results of the empirical analysis,companies should attaches great importance to the participation motivation of members in the community,and made differentiate service methods for different participation motives users,and attach importance to social motive of user demand,promote the formation of community identity and flow experience in virtual brand community,and finally raise the product brand loyalty of the community users.