THE INFLUENCE OF ONLINE BRAND COMMUNITY IDENTITY AND BRAND COMMUNITY TRUST ON CUSTOMER LOYALTY-- BASED ON MEDIATION EFFECTS OF CUSTOMERS’ PARTICIPATION AND CUSTOMERS’ CO-CREATED VALUE

Abstract

With the spread of mobile communication equipment and the rapid development of the Internet economy, consumers are increasingly choosing to make purchasing decisions through the information provided by the Internet. As a result, more enterprises are accelerating their online business transformation, and more and more enterprises are joining the wave of online brand community building to maintain brand-customer relationships, help enterprises manage consumer relationships and maintain customer loyalty. As a result, the online business of the enterprise is more competitive, especially the management and services of the online community of the respective brands directly affect the survival and development of the enterprise. Therefore, it is important to increase the customer's identity, trust and loyalty to the brand.

Based on the theory of social identity and the theory of trust, this study integrates the theory of customer co-created value, and from the perspective of customer co-created value, constructs a new conceptual model, and explores the influence path and mechanism of online brand community identity and brand community trust on customer loyalty. Discuss the relationship between brand community identity and brand community trust on customer participation and customer loyalty, and study the relationship between customer participation and customer co-created value, and the relationship between customer co-created value and customer loyalty. At the same time, it also discusses the role of customer participation as a single mediation between online brand community identity, trust and customer loyalty, and customer co-created value between customer participation and customer loyalty, as well as the role of customer participation and customer co-created value as a chain mediation between online brand community identity, trust and customer loyalty.

This study found that there is a significant positive correlation between brand community identity and customer participation. there is a significant positive correlation between brand community trust and customer participation. there is a significant positive correlation between brand community identity and customer loyalty. there is a significant positive correlation between brand community trust and customer loyalty. There is a significant positive impact between customer participation and customer co-created value. There is a significant positive correlation between customer co-created value and customer loyalty. At the same time, the study further confirmed that customer participation plays a partly mediation role between brand community identity and customer loyalty, customer participation plays a partly mediation role between brand community trust and customer loyalty, customer co-created value plays a complete mediation role between customer participation and customer loyalty, customer participation and customer co-created value plays a partly mediation role between brand community identity and customer loyalty, customer participation and customer co-created value plays a partly mediation role between brand community trust and customer loyalty, effectively conveying the influence of brand community identity and brand community trust on customer loyalty.

This study verifies the relationship between model variables, expands the extension of social identity theory and trust theory, enriches the content of customer co-created value theory, further verifies the application of customer co-created value theory in the online brand community, and puts forward relevant suggestions for enterprise management of online brand community, and provides reference and reference for enterprise construction and management of online brand community to maintain and improve customer loyalty and promote long-term enterprise development.

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