An Analysis and Empirical Study on the Generation Mechanism of Consumer Flow Experience in Brand Community

Abstract

Brand community is a new type of community in the era of brand consumption formed by consumers with brand as the link, experience as the core, identity, sense of identity, belonging and selftranscendence as the goal. This paper mainly analyzes the phenomenon of flow experience produced by consumers in the brand community systematically, mainly from the basic connotation and generating mechanism of flow experience, discusses the factors and mechanisms that stimulate consumers to produce flow experience in brand community, and proves the phenomenon that consumers produce flow experience in brand community by combining with actual case analysis.