The Influence of Online Brand Community Experience on Brand Loyalty

DOI

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018)
PB  - Atlantis Press
SP  - 14
EP  - 21
SN  - 2352-5398
UR  - https://doi.org/10.2991/mess-18.2018.3
DO  - 10.2991/mess-18.2018.3
ID  - TANG2018/04
ER  -