Research On Virtual Experiential Marketing Influence On Brand Loyalty Under Different Product Types And Consumer Thinking Types

This paper takes the brand's virtual experience activities on the Internet as the research object,studies the impact of brand experience on consumer brand loyalty,and researches the mechanism of perceived brand innovativeness,as well as brand loyalty through moderate mediation model.Four results are showed:(1)The virtual experiential marketing's factors positively affect perceived brand innovativeness and brand loyalty;(2)The product types positively moderate the relationship of virtual experiential marketing's three factors(sense,feel and relate)with perceived brand innovativeness;Furthermore,compared to utilitarian products,hedonic products have a significant positively effect on the sensory experience,the thinking experience and the action experience.(3)Consumer thinking types positively moderate the relationship between the virtual experience marketing campaign and brand loyalty for new products.The moderation effects only exist in sensory experiences,emotional experiences,and action experiences;(4)When the consumer thinking types' moderate path is perceived through brand innovation,compared to the consumers with analytical thinking,the consumer who with holistic thinking have a higher connection with attitude loyalty and behavioral loyalty.If the effects do not act through mediation(the direct effects),consumers with analytical thinking have a greater influence on behavioral loyalty than consumers with holistic thinking.That is,once brand loyalty is influenced by perceivedbrand innovationess,the positive impact of holistic thinking on attitude and behavior loyalty is greater than analytical thinking;once it is not perceived through brand innovation,consumers with holistic thinking are more conducive to attitude loyalty.Otherwise,analytical thinking is more conducive to behavioral loyalty.