The Impact Of Virtual Brand Community Interaction On Consumer Brand Loyalty

With the development of social media,information technology is gradually improved,virtual brand community has changed the traditional social transaction model.More and more enterprises choose to build a link between consumers and brands of virtual community,which leads to the influence of virtual brand community can catching up the traditional brand community slowly.Virtual brand community reduces threshold that consumers go into a community and did not limit the particular time and space.Besides,it also can be more conveniently to share information between shopping,and a series of product.Of course,it satisfies the demands of consumers in entertainment,consultation and communication aspects.At the same time,with the development of Internet,virtual brand community has been gradually replacing the traditional brand community,it can satisfy the enterprise society even business in different degrees,so the virtual brand community has increasingly become a powerful part of enterprise network competition.Moreover,the virtual brand community strengthens the link between enterprises and consumers and provides a more effective way for enterprises to enhance the brand loyalty of consumers.Nowadays,to discuss how to strengthen the brand loyalty by the virtual brand community has become a great theory and practical significance.In this study,the author collected and managed some articles about brand community,virtual community,virtual brand community,interaction theory,community identity and brand loyalty.And then,author constructed the virtual brand community member interaction and brand loyalty model based on the theory of the.Finally,author researched and studied 340 community members of the community came from the virtual brand millet forum,HUAWEI forum and other electronic products by collecting data through interview and questionnaire survey methods,and the use of SPSS to build the model for verification and analysis.Finally,basing on the analysis of the previous theoretical research and empirical research,author studied the relationship of virtual brand community member interpersonal interaction,information interaction,human-computer interaction and brand loyalty,and community identity plays an intermediary role.The consequence of the study shows that the interactive virtual brand community members have a positive influence on brand loyalty,but there is a difference in the intermediary role of community identity,degree of interaction between different components of brand loyalty.Further more,information interaction affects the brand loyalty and community identity plays a partial mediating role in the relationship between information interaction and brand loyalty.While interpersonal interaction and human-computer interaction are completely effected by the mediating role of community identity.Finally,based on the conclusions,this paper offered some inspiration about how to build virtual brand community and how to strengthen brand loyalty of consumers.And the target is offering a significant example for virtual brand community.