自我概念一致性对网商品牌忠诚影响的实证研究——品牌认同及承诺的中介作用  

The Effect of Self-Congruence on Brand Loyalty of Electronic Retailing——Take Brand Identification and Commitment as intermediation

作　　者：张初兵[1] 侯如靖[2] 

机构地区：[1]天津财经大学商学院,天津300222 [2]南开大学商学院,天津300071

出　　处：《软科学》2013年第4期136-140,共5页Soft Science

基　　金：国家社会科学基金青年项目(12CGL048);教育部人文社会科学基金青年项目(12YJC860007);天津市哲学社会科学规划课题(TJGL11-124);天津财经大学优秀青年学者培育计划(2012)

摘　　要：以自我概念一致性为起点,品牌认同、品牌承诺为中介,对网商品牌忠诚的形成过程进行了实证分析,研究表明:真实自我概念一致性对品牌认同没有显著影响,但理想自我概念一致性不仅对品牌认同有显著影响,而且对情感依恋承诺、社会顺从承诺都有显著影响;品牌认同对品牌承诺和品牌忠诚都有积极的正向作用,但品牌认同对品牌承诺的关系强度更大;情感依恋承诺只对重复购买意向有显著正向影响,而社会顺从承诺只对正面口碑相传有显著正向影响。This paper, with the self-congruence as a starting point and brand identification and brand commitment as inter- mediation, makes an empirical research on the formation process of brand loyalty of electronic retailing. The result showst- hat： real-self-congruence has no significant influence on brand identification, but ideal-self-congruence hasn＇ t only signifi- cant influence on brand identification, and has also a significant effect on affeetive attachment brand commitment and social compliance brand commitment; brand identification has positive effects on brand commitment and brand loyalty, the rela- tionship between brand identification and brand commitment is more intense ; affeetive attachment brand commitmentonly has a significant positive influence on repeat purchase intention, but social compliance brand commitment has only a significant positive impact on positive WOM.

关 键 词：自我概念一致性 品牌认同 品牌承诺 品牌忠诚 

分 类 号：G353.1[文化科学—情报学]