品牌社群特征维度、顾客归属感与忠诚感研究——基于中国电信行业的实证数据  

Research on the Relationship among the Characteristics of Brand Community,Commitment and Loyalty——Based on the Empirical Data of China Telecom Industry

作　　者：徐伟[1] 江若尘[2] 盛伟[2] 

机构地区：[1]安徽财经大学商务学院,安徽蚌埠233030 [2]上海财经大学500强企业研究中心,上海200433

出　　处：《软科学》2010年第10期34-40,共7页Soft Science

基　　金：国家自然科学基金项目(70872069);教育部新世纪优秀人才支持计划(NCET-07-0001);安徽财经大学科研重点项目(ACKYQ1009ZD)

摘　　要：在国内外文献回顾的基础上,构建用于解释品牌社群特征维度、社群归属感和社群忠诚感之间关系的结构模型,揭示品牌社群本身对社群忠诚的初始驱动。以中国电信行业三大社群的成员为对象收集样本数据,利用L is-rel8.70等软件对数据和结构模型进行分析和检验。检验结果表明:品牌社群特征维度驱动顾客忠诚,其中社群的共同意识直接和间接地驱动社群忠诚感,核心消费者、传统与仪式和道德责任则通过社群归属感间接影响顾客忠诚感的形成。On the basis of the review of literatures at home and abroad,this paper builds a synthesized theory model that analyzes the relationship among characteristics of brand community,community commitment and community loyalty in order to display the initial drive between brand community itself and community loyalty.Then with the help of sample data of China Mobile,China Unicom and China Telecom,we test the data and the structural model by Lisrel8.70.The result shows that the community characteristics drive the community loyalty,in which common consciousness influences the community loyalty directly and indirectly,and key customer,ritual,tradition and moral responsibility influence the community loyalty indirectly through community commitment.

关 键 词：品牌社群 社群归属 社群忠诚 共同意识 

分 类 号：F713.55[经济管理—市场营销]