Author(s)

Shupan Wang, Jinhua Tong, Danting Zhou

School of Business Administration, South China University of Technology, Guangzhou, China.

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.

Virtual Brand Community, Network Interaction, Customer Loyalty

Wang, S.P., Tong, J.H. and Zhou, D.T. (2016) Study on the Influence Path of Brand Virtual Community Interaction on Customer Loyalty. Open Journal of Business and Management, 4, 138-147. doi: 10.4236/ojbm.2016.41016.