Author(s)

Hanyu Zhuang

Corresponding Author

Hanyu Zhuang

ABSTRACT

The purpose of this research was to put forward a concept of Consumers’ Comprehensive Innovation and study how it affects Fast Moving Consumer Goods (FMCG) brand loyalty. The hypothesis was proposed and verified by structural equation and SPSS data analysis. In order to explore the influencing factors of Consumers’ comprehensive innovation on brand loyalty. This can improve the enterprise to make the right product research and development and strategic methods for the market. The result shows that Consumers’ Comprehensive Innovation should be measured from four dimensions: personal consumer innovation, consumer social innovation, consumer attitudes to a new product, and consumer behavior toward new products. The study also shows that Consumers’ Comprehensive Innovation plays a positive role in regulating brand reputation and brand loyalty, and between customer trust and brand loyalty. Therefore, the Consumers’ Comprehensive Innovation is a critical moderating variable that affects brand loyalty.

KEYWORDS

Consumers’ Comprehensive Innovation, Brand Loyalty, Structural Equation Model, Data analysis