The Empirical Research into the effect of the Value of Virtual Brand Community on Brand Loyalty
The Empirical Research into the effect of the Value of Virtual Brand Community on Brand Loyalty
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DOI：
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发表时间：
2010
影响因子：
2
通讯作者：
Yang Wei-wen;L. Xin
中科院分区：
文献类型：
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作者：
Yang Wei-wen;L. Xin
本文的目的是建立一个模型，展示虚拟品牌社区如何通过社区感这个中介变量影响品牌忠诚度。研究发现，虚拟品牌社区的价值直接影响社区成员的社区感。社区所能提供的价值越大，成员的社区感越强，对品牌的忠诚度越高。最后，提出了提升虚拟品牌社区环境和社区成员参与水平的措施。
The purpose of this paper is to develop a model and show how virtual brand community affect brand loyalty through the intermediary variable that is the sense of community.It is found that the value of the virtual brand community has a dirct effect on the community members' sense of community directly.The bigger the value of the community can provide,the stronger the member's sense will get,and the more loyal they will be to the brand.Finally,we put forward the measures of enhance the environment of the virtual brand community and the level of participation of the community members.