在线品牌社群成员关系如何促进品牌忠诚——基于强弱连带整合的视角

发布时间：2019-02-08 18:23

【摘要】：文章从强弱连带整合的视角,探讨在线品牌社群成员强关系和弱关系数量对品牌忠诚的促进机制。借鉴社会资源理论的研究框架,基于品牌社群相关理论,本文提出了研究假设,并采用偏最小二乘法进行实证检验。结果显示:弱关系数量不会增强品牌社群信息价值和社群社交价值;强关系数量则对两种社群价值都有促进作用;品牌社群信息价值只能促进持续性社群承诺,而品牌社群社交价值会促进持续性社群承诺、情感性社群承诺和规范性社群承诺;情感性社群承诺和持续性社群承诺都会促进品牌忠诚,规范性社群承诺则不能。研究结论从连带强度的视角丰富了品牌社群理论,同时对在线品牌社群建设具有指导意义。
[Abstract]:This paper discusses the promotion mechanism of online brand community members' strong relationship and weak relationship quantity to brand loyalty from the perspective of strong and weak joint integration. Based on the research framework of social resource theory and the related theory of brand community, this paper puts forward the research hypothesis, and uses partial least square method to test it empirically. The results show that the number of weak relationships will not enhance the information value and social value of the brand community, while the quantity of strong relationships will promote the value of both groups. Brand community information value can only promote sustainable community commitment, while brand community social value can promote sustained community commitment, affective community commitment and normative community commitment. Both affective community commitment and continuous community commitment promote brand loyalty, while normative community commitment does not. The conclusion enriches the theory of brand community from the angle of joint strength and has guiding significance to the construction of online brand community.
【作者单位】：深圳大学管理学院;深圳大学文化产业研究院;南京大学商学院;
【基金】：国家自然科学基金面上项目“在线品牌社群社会网络影响前因及对品牌关系的作用机制研究:嵌入理论的视角”(71272090) 教育部人文社会科学研究青年基金项目“顾客体验主导的服务品牌竞争力形成机理研究”(12YJC630126) 广东省高等学校高层次人才项目“结构视角下的网上品牌社群成员互动机制研究” 广东省自然科学基金博士启动项目“在线互动与忠诚的关系研究——基于信任不信任双因素视角”(S2012040006834) 广东省高校优秀青年创新人才培养计划项目“基于消费者体验的在线购物价值研究”(WYM11107)
【分类号】：F273.2;F224

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