品牌社群作用机制的实证分析——消费者参与的中介作用被引量：6

The Empirical Analysis on Working Mechanism of Brand Community——The Intervening Role of Consumer Participation

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摘要品牌社群作为新的消费现象是消费社会的发展趋势,标志着个体消费行为开始嵌入介于企业与市场之间的一种社会网络结构。借鉴社会认同理论和社群感概念来探索品牌社群的作用机制;将消费者参与设定为中介变量,运用实证研究方法检验了影响品牌社群消费者参与的四个前置因素,以及消费者参与对品牌认知、品牌形象和品牌忠诚的影响作用,从而建构出品牌社群对消费者品牌态度和行为影响的机制;最后为企业的品牌社群建设策略提出建议。 Brand Community as a new consumption phenomenon is the trend of consumption society,and marks the beginning of embedment of individual consumer behavior in a social network structure between enterprises and the marketplace.This paper,drawing on social identity theory and the concept of the sense of community,explores the working mechanism of the brand community,defines the consumer participation as intervening variable in working mechanism of brand community,and uses empirical research methods to analyze and examine the antecedents of consumer participation in the brand community and the impact of consumer participation on the brand cognition,brand image and brand loyalty.Then,this paper constructs the working influencing mechanism of brand communities on consumer brand attitude and behavior.Finally,it puts forward some suggestions about setting up company-based brand community.

作者李巍陆林

机构地区南开大学商学院西南大学文化与社会发展学院

出处《西南大学学报（社会科学版）》 CSSCI 北大核心 2010年第5期128-133,共6页 Journal of Southwest University(Social Sciences Edition)

关键词品牌社群消费者参与社会认同社群感作用机制实证分析 brand community consumer participation social identity sense of community

分类号 C912.3 [经济管理]

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参考文献22

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