以“豆瓣网”为例,从顾客体验视角对于社区网站品牌忠诚进行了实证研究.研究将顾客体验划分为感官体验、情感体验、行为体验和思考体验四部分.研究证明了感官体验、思考体验、行为体验和情感体验对品牌形象有显著影响,品牌形象对品牌信任有显著影响,品牌信任和品牌形象对品牌忠诚有显著影响.%A model has been constructed to study the influence of customer experience on brand loyalty of the online community website. The empirical research suggested that the costumer experience in the online community website is divided into four dimensionalities; sensual experience, affective experience, behavioral experience and intellectual experience. The results show that all of the customer experience had positive impact on brand image and the brand image had positive impact on brand trust and brand loyalty.
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