Research on customer loyalty of virtual brand community based on structural equation model

Abstract

With the popularity of the Internet, virtual brand community has become an important platform for enterprises to communicate with customers. This paper constructs a customer loyalty measurement model including four dimensions: member interaction, community maintenance, community identity and community brand fit. Based on the sample survey data of 301 virtual brand community members, spss25.0 and amos24.0 software are used to analyze and verify the impact and mechanism of various dimensional variables on customer loyalty. The results show that member interaction, community maintenance and community identity can enhance customers' loyalty to the brand, and the order of influence is community maintenance, member interaction and community identity; Member interaction and community maintenance indirectly affect customer loyalty through community identity; Community brand fit positively regulates the impact of community identity on customer loyalty. Based on the above research conclusions, from the perspective of enterprises, this paper will put forward suggestions for enterprises to use virtual brand community to stabilize consumers, improve customer loyalty and increase profits.