THE RELATIONSHIP BETWEEN CONSUMER BEHAVIOR AND BRAND LOYALTY BASED ON BRAND COMMUNITY RELATIONSHIP: A CASE STUDY OF WINE CONSUMERS

Abstract

Under the background of the Internet, brand community relationship has played an important role in the connection between consumers and brand marketing. Therefore, it would be necessary to study the mediating effect of the brand community relationship on consumer behavior and brand loyalty. Based on the perspective of the consumer behavior experience in the brand community of popular
wines on the Internet, this paper collected data from a questionnaire, and explored the influencing mechanism of consumer behavior and brand loyalty through reliability and validity analysis, factor analysis, and modification of the structural equation model of the measurement model. The empirical study showed that brand community commitment had the greatest impact on attitude loyalty, whereas brand community trust had the second largest impact on attitude loyalty, brand community commitment, and brand community trust, which had a lower impact on action loyalty than the former, but both of them were significant. The search of consumer behavior based on brand community trust had a significant mediating effect on attitude loyalty and action loyalty, and the interactive consumer’s behavior based on brand community commitment had a significant mediating effect on attitude loyalty and action loyalty. Therefore, the mediating effect of brand community trust and brand community commitment were verified.