The influence of virtual brand community on consumer loyalty

Authors

  • Gang Chen
  • Henghui Wang

DOI:

https://doi.org/10.56028/aemr.2.1.34

Keywords:

Virtual brand community; Community interaction; Customer perceived value; Sense of community; Consumer loyalty.

Abstract

This paper mainly studies the influence of community interaction dimension and community perceived value on consumer loyalty in virtual brand community. And the sense of community is introduced as a mediator variable to construct the theoretical model. A questionnaire survey was used to quantitatively analyze the model, and the main conclusions were drawn as follows: information interaction and interpersonal interaction in virtual brand community positively affect the sense of community; the four kinds of perceived value of customers in virtual brand community positively affect the sense of community. Community awareness positively influences consumers’ loyalty; Community awareness plays a mediating role in the influence of community interaction and customer perceived value on consumer loyalty.

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Published

2022-09-20