社会沟通影响独生子女品牌忠诚的机制研究——行为态度和主观规范的中介效应  

The Effects of Social Communication on Brand Loyalty of Young People: The Mediating Effect of Behavioral Attitudes and Subjective Norm

作　　者：王明天[1] 薛永基 

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《暨南学报（哲学社会科学版）》2017年第9期46-56,共11页Jinan Journal(Philosophy and Social Sciences)

基　　金：中央高校基本科研业务费专项资金资助<基于社会生态动态的林农创业复杂系统仿真模拟研究>(批准号:2016JX07);北京市社会科学基金项目<面向京津冀城市群消费的城郊农民创业驱动因素与培育体系研究>(批准号:16YJB009)

摘　　要：中国年轻一代出生并成长在计划生育政策背景下,其品牌忠诚度形成具有独特机制。本研究的目标是调查社会沟通对独生子女的品牌忠诚度、行为态度和主观规范的影响,以及行为态度、主观规范在社会沟通和独生子女的品牌忠诚度之间的中介效应。实证结果支持了假设并表明,家庭沟通对品牌忠诚度有直接积极的影响,朋友沟通和互联网通信对品牌忠诚度有间接积极的影响。此外,行为态度和主观规范在社会沟通和品牌忠诚度之间施以部分中介效应。This study aims to investigate the effects of social communication on brand loyalty,behavioral attitudes and subjective norms of young people as well as the mediating effects of behavioral attitudes and subjective norms on the relationship between social communication and brand loyalty of the young people.Empirical results support the hypotheses and indicate that family communication has positive effects on brand loyalty directly while friends and network communication have positive effects indirectly.Moreover,behavioral attitudes and subjective norms partially mediate the relationship between social communication and brand loyalty.

关 键 词：社会沟通 品牌忠诚度 行为态度 主观规范 

分 类 号：F274[经济管理—企业管理]