Abstract
Virtual brand community is developed based on network technology and has become the theoretical and academic research focus. Interaction in the virtual brand community has a major impact on customer loyalty. This paper studied the impact mechanism on the impacts of the network interaction in virtual community on customer loyalty. The results revealed that the different dimensions, including the two-way communication, customer participation and cooperation of interaction in virtual brand community, have a significant positive relationship with customer perceived value. Then, customer perceived value positively affected trust and customer loyalty and trust had a significant positive impact on customer loyalty.
Highlights
With the popularity of the Internet, commercial increasingly competes
This study supported the method of categorizing interaction that in Bonner (2003) studied the impact of the interaction between enterprises and customers on new product development and performance, that is interaction consisting of three dimensions: two-way communication, customer participation, jointly solution
This paper presents the hypothesis H4: customer perceived value has a positive impact on customer loyalty
Summary
With the development of information technology, the network virtual community has become a venue for consumer exchange, discussion and entertainment, while meeting multi-level business needs. It is one of the most influential and efficient business models (Annstrong & Agel, 1996) [1]. The commercial value and the potential role of virtual brand community resulted in a hot concern. It is gradually becoming the frontier research in marketing. This paper intends to study the impact of virtual brand community interaction on customer loyalty and explore the influential path of virtual brand community interaction on consumer behavior. The results help virtual brand community carry out management practices
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