网络社区对企业网络直销电子商务平台品牌忠诚影响因素及传导机理实证研究  

Empirical Research on the Affecting Factors and Transmitting Mechanism of Online Community to Enterprise Direct Marketing E-Commerce Platform Brand Loyalty

作　　者：俞晔[1] 王方华[1] 伍青生[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200435

出　　处：《科技管理研究》2011年第16期192-198,202,共8页Science and Technology Management Research

基　　金：国家自然科学基金项目"有效应对网络竞争策略选择与效果检验研究"(71072060)

摘　　要：随着网络社区理论研究不断深入,越来越多学者发现网络社区对于电子商务平台发展会产生至关重要的影响。在研究网络社区对企业网络直销电子商务平台品牌忠诚影响机理理论模型的基础上,通过对企业网络直销电子商务平台进行实证研究,对所提出的假设进行了验证,同时对所提出的理论模型进行了修正。通过相关分析、回归分析、中介效应分析找出自变量、中介变量与结果变量之间的相互联系,并通过结构方程模型对结论进行了再检验,所得出的结论与之前的分析所得出的结论基本一致,寻找到网络社区对企业网络直销电子商务平台品牌忠诚的影响因素并发现了其传导机理。最后根据研究结果,对企业网络直销电子商务平台社区建设实践提出了相应建议。As the online community theory study becomes unceasingly thorough,more and more scholars find out that online community will produce significant influence on e-commerce platform development.Based on the study of theoretical model of the influence mechanism on enterprise direct marketing e-commerce platform brand loyalty by its online community,through empirical research on enterprise direct marketing e-commerce platform,these hypothesizes are verified and at the same time this theoretical model is revised.This article is using correlation analysis,regression analysis and intermediary effect analysis to find the relationship among independent variables,mediated variables and dependent variables.After we draw the conclusion,we use the Structural Equation Model（SEM） to inspect it and get almost consistent results.It claims that we find out the affecting factors and its transmitting mechanism of online community to enterprise direct marketing e-commerce platform brand loyalty.Finally,according to the results of this study,we put forward some corresponding proposals to the community construction practice for enterprise direct marketing e-commerce platform.

关 键 词：网络社区 电子商务平台 品牌忠诚 影响因素 传导机理 

分 类 号：F224.1[经济管理—国民经济] F713.36