Research On The Influence Of Virtual Brand Community Experience On Brand Attachment

Brand is the life and soul of an enterprise,and consumers have more and more emotional needs for the brand.The market has gradually entered the era of "emotion" and "relationship" marketing with closer interaction between consumers and enterprises.Brand relationship management is very important.Brand attachment can explain the emotional bond between the consumer and the brand and reflect the quality of the relationship.The rapid development of communication technology and social media has made more and more companies choose to use the virtual brand community as an important tool to effectively enhance consumer brand attachment.In the era of experience economy,the quality of consumers' experience in the virtual brand community will directly affect the relationship between them and the brand,and then affect the level of brand attachment.However,most enterprises' virtual brand community construction is a mere form with low retention of members,which fails to realize its real value in the acquisition of brand equity.As a new and effective and low-cost brand promotion method,research on the virtual brand community and brand attachment have carried out late in China.The relevant theoretical research is poor,and companies lack theoretical guidance.Based on the experience perspective,this paper focuses on the virtual brand community,combined with the SOR model,to explore whether the consumer brand attachment is affected by the virtual brand community experience,as well as the influence of the intermediary variable community acceptance and the regulating variable Community participation,so as to provide theoretical guidance for enterprises to improve the virtual brand community experience and the level of brand attachment.This paper makes an empirical analysis with the method of questionnaire,and collected 282 questionnaires with virtual brand community experience and 53 questionnaires without virtual brand community experience,and analyzed by correlation analysis and regression analysis.The research results show that the virtual brand community experience has a significant positive effect on brand attachment,and the virtual brand community experience has a significant positive effect on community acceptance,and community acceptance has a significant positive effect on brand attachment.Community acceptance plays a part of mediating role,and community participation moderates the relationship between variables.According to the conclusion,in order to improve the construction of virtual brand community,optimize the management,gradually enhance the community acceptance of community members,further cultivate and deepen the degree of consumer brand attachment,and then improve the brand relationship management,put forward targeted suggestions and countermeasures.Including: increasing publicity to improve the influence of the virtual brand community;through improving the virtual brand community information access,entertainment,social interaction experience to improve its construction;strengthening the cultural construction of the virtual brand community,making full use of the virtual brand community to guide consumers to actively participate in value creation,and gradually enhancing the community identity of community members.