The Effect of Perceived Value and Community Participation toward Loyalty on Internet Brand Community

[[abstract]]As the Internet population in Taiwan continues to increase, popularization of smart mobile devices, and the rise of internet community media in recent years, corporate marketing staff began to combine the brand and the network community to form a brand community, making the consumers can be linked with brand through community participation, to become a triangular relationships of brand community. This study is dedicated to understanding the causes of consumer community involvement and the impact of community engagement, using perceived community value to investigate motivation of consumers participate in community and analyze the effect of different degree in community participation toward community and brand loyalty. This study compile variables of relevant literatures and make a discussion. The subjects were recruited from members of virtual brand community and using internet Surveys to conduct research,324 valid questionnaires were collected,that use SEM and other statistical methods to conduct date analysis. The results showed :1. Informational value and transaction value has a positive impact on the shallow community participation.2.Hedonic value and social value has a positive impact on the deep community participation.3.Community participation has a positive impact on the community loyalty.4.Community loyalty has a positive impact on the brand loyalty.Because community participation is a process ,the brands on internet community should have the basic functional value to attract social media users, and they should extend the social value of constant communication to keep those users