Research On The Influence Of Customer To Customer Interaction In Virtual Brand Community On Brand Loyalty

With the development and popularization of mobile internet technology,the virtual brand community provides more convenient communication opportunities between customers,increases the frequency of interaction between customers,and deepens the feelings of brands by sharing brand knowledge and experience.How to cultivate more customers who are loyal to the brand through the virtual brand community has become a topic worth exploring.Based on the domestic and foreign academic researches,this paper discusses what customer to customer interaction has influence on brand loyalty through the mediating role of perceived value and builds a model.By the method of empirical analysis,we get 233 valid questionnaires from the online platform.The empirical study shows that the customer to customer interaction can promote the formation of perceived value and perceived value can produce the formation of brand loyalty.In the whole mechanism,functional value and psychological value is confirmed as a strong mediation effect.Therefore,enterprises should strengthen the construction and management of virtual brand communities,add innovative elements,create a good interactive environment to promote positive interaction among customers,deepen customer perception of brand value,and thus cultivate customer brand loyalty,improve brand value.