Research On The Influence Of Internet Brand Community Value On Customer Loyalty

Cultivating and maintaining loyal customers has always been the focus of corporate care.However,in the market economy environment,factors such as diversified consumer demand and fierce market competition make it more and more difficult for companies to retain loyal customers.The emergence of the online community has largely solved the problem.Different from the traditional community,the online community free from the limitations of time and space,and is more likely to attract audiences.The enterprise builds a online community around its own brand.The enterprise gives the Internet brand community certain functions,and members are integrated into the online brand community based on their own needs,which is beneficial for the company to cultivate potential customers and loyal customers.Based on this background,this paper takes the “HuaFen Club” network brand community as the research object,mainly studies how the online brand community value and community integration affect customer loyalty respectively;when the community integration is an intermediary variable,the online brand community How value affects customer loyalty.This paper uses two basic methods in the research,namely the literature research method and the empirical research method.First,the literature review section clarifies the connotation and measurement dimensions of network brand community,network brand community value,community integration and customer loyalty,and then constructs a theoretical model based on the relationship between variables.Using the mature scale design to apply to the questions in this paper,the data was obtained through questionnaire survey.Finally,use factor analysis,correlation analysis and multiple regression analysis to test hypotheses and models.Through empirical analysis,this paper finds that the functional value,financial value and social value of the online brand community positively affect customer loyalty.Similar consciousness,community spirit and community responsibility are positively affecting customer loyalty.Functional value,psychological value and social value positively affect similar consciousness and community spirit;functional value,financial value and social value positively affect community responsibility.The same kind of consciousness plays a mediating role in the process of the influence of functional value and social value on customer loyalty;the community spirit plays a mediating role in the process of the influence of functional value and social value on customer loyalty;social responsibility is in functional value,financial value and society.The role of value in the process of customer loyalty plays a mediating role.The above is based on the conclusion of the empirical analysis of this article,hoping to provide a reference for how companies in the Internet environment can cultivate customer loyalty through the online brand community.