Research On The Influences Of Customer Experience In Virtual Brand Community On Brand Loyalty

Virtual brand communities have evolved as a result of the development of Internet technology,as the manner and form of crowd gathering continues to become increasingly networked and digital.Such a new virtual business ecosystem can help realize the communication and collaboration between consumers and brands.Virtual brand communities can provide a good communication channel for enterprises in management and marketing,enabling them to improve brand marketing from the consumer’s perspective,as well as to meet consumers’ needs for life experiences and consumption patterns.Consumers can also get relevant brand product information and understand the brand’s philosophy and cultural connotation through the virtual brand community.Virtual brand communities are not only promising and valuable in business marketing,but also worthy of academic research.Academic and commercial attention has always centered on how virtual brand communities and customers interact,but in specific research,there is still a need to deepen the research on how virtual brand communities can influence consumers and help brand development.Therefore,it is worthwhile to study what aspects of virtual brand communities should be strengthened to enhance consumers’ community experience and make them become loyal consumers of brands.This study examines how customer brand loyalty is formed in a context of virtual brand communities.It uses these communities as the research object.Based on the review and summary of related literature,a theoretical model is constructed,with virtual brand community experience as the independent variable,brand loyalty as with the dependent variable,sense of community as the mediating variable,brand familiarity and perceived community-brand fit as the moderating variables,and the empirical method is used to verify the theoretical model and derive the research results.The results demonstrate that virtual brand community experience positively influences sense of community,with interactive experience having the highest degree of influence,followed by entertainment experience,and information experience having the lowest degree of influence;virtual brand community experience positively influences consumer brand loyalty,with entertainment experience having the highest degree of influence,followed by information experience,and interactive experience having the lowest degree of influence;sense of community positively influences consumer brand loyalty.Brand familiarity has a moderating effect on the relationship between virtual brand community experience and brand loyalty,and perceived community-brand fit has a moderating effect on the relationship between sense of community and consumer brand loyalty.According to the findings of this study,businesses should optimize community content to satisfy consumers’ information needs;integrate entertainment thinking to enrich community scenarios;create a social atmosphere to enhance user interaction rates;and strengthen community management to enhance the fit between community and brand.This will not only help to expand the research in the field of virtual brand communities,but also help to manage and operate virtual brand community well.In this way,virtual community can truly become an important platform for strengthening the relationship between consumers and brands and maximizing brand value.