Research On The Influence Of Virtual Brand Community Information Quality On Community Loyalty

With the development of network technology,the virtual brand community has gradually been favored by major enterprises.With the rapid development of the virtual brand community,the data content of the organization is mixed.The wrong information is increasing.The membership of the community will be reduced.The loyalty of the member community will be affected.Therefore,the quality of the virtual brand community information becomes particularly critical,but the existing research cannot make a comprehensive explanation of the relationship between virtual brand community information quality and community loyalty.Based on information success theory and social identity theory,this thesis explores the relationship between virtual brand community information quality and community loyalty by using group identity and brand identity as dual mediators.The thesis first explains the current situation of the low quality of virtual brand community information under the rapid development of information technology.It summarizes the related literature about virtual brand community,group identity,brand identity and community loyalty.Then it summarizes the scales produced by predecessor,and draws four dimensions of the information quality,including the quality of information content,the quality of information expression,the quality of information utility and the quality of information carriers.And it draws two dimensions of community identity,including group identity and brand identity according to several thesises created by other professors.Questionnaire is distributed through the website with 29 items,and data analysis is performed by SPSS and Amos.According to the survey and analysis,the quality of virtual brand community information positively affects community loyalty.The results show that virtual brand community information quality positively affects community loyalty through group identity and brand identity.This thesis takes information quality as an independent variable and divides it into four dimensions to deeply explore the relationship with community loyalty.It consolidates the basis of information system continuous use theory,information success theory and community loyalty theory.And it expands the relevant research categories and the fields of virtual brand community.At the same time,it can provide companies with strategic deployment options,and help enterprises upgrade their marketing methods.