Proceedings of the 2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018)

The Influence of Online Brand Community Experience on Brand Loyalty

Authors
Jia-Li TANG, Duan-Wu YAN
Corresponding Author
Jia-Li TANG
Available Online April 2018.
DOI
https://doi.org/10.2991/mess-18.2018.3How to use a DOI?
Keywords
Online brand community; community experience; community commitment; brand loyalty; community participation
Abstract
This paper discusses the influence of online brand community on brand loyalty from the perspective of community experience with five dimensionsinformation experience, entertainment experience, interactive experience, thinking experience and service experience. It is found that the impact has two pathsone is that online brand community experience has a direct positive effect on brand loyalty, and the other is that community commitment plays a partial mediating effect between both. Specifically, information experience, thinking experience and service experience positively influence brand loyalty, while entertainment experience and interactive experience have no significant influence on brand loyalty. What’s more, there was no moderating effect of community participation on the relationship among experience, community commitment and brand loyalty.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
April 2018
ISBN
978-94-6252-526-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/mess-18.2018.3How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Jia-Li TANG
AU  - Duan-Wu YAN
PY  - 2018/04
DA  - 2018/04
TI  - The Influence of Online Brand Community Experience on Brand Loyalty
BT  - 2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/mess-18.2018.3
DO  - https://doi.org/10.2991/mess-18.2018.3
ID  - TANG2018/04
ER  -