The Influence of Online Brand Community Experience on Brand Loyalty

Abstract

This paper discusses the influence of online brand community on brand loyalty from the perspective of community experience with five dimensions: information experience, entertainment experience, interactive experience, thinking experience and service experience. It is found that the impact has two paths: one 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.