TITLE:
Study on the Influence Path of Brand Virtual Community Interaction on Customer Loyalty
AUTHORS:
Shupan Wang, Jinhua Tong, Danting Zhou
KEYWORDS:
Virtual Brand Community, Network Interaction, Customer Loyalty
JOURNAL NAME:
Open Journal of Business and Management,
Vol.4 No.1,
January
25,
2016
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.