在线品牌社群社会资本对消费者品牌幸福感的影响机制研究  

Influence of Social Capital in Online Brand Communitieson the Consumer s Sense of Brand Well-being

作　　者：周志民[1] 汪日香 张宁[1] ZHOU Zhimin;WANG Rixiang;ZHANG Ning(College of Management,Shenzhen University,Shenzhen 518060,China)

机构地区：[1]深圳大学管理学院,广东深圳518060

出　　处：《商业经济与管理》2020年第11期74-86,共13页Journal of Business Economics

基　　金：国家自然科学基金面上项目“品牌幸福感研究:维度、形成及对粉丝消费行为的影响”(71772126);国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(71832015);国家自然科学基金面上项目“动态虚拟代言人对品牌态度的影响研究:时距知觉理论视角”(71772127)。

摘　　要：文章从社会资本的视角,探讨在线品牌社群对消费者品牌幸福感的影响机制。基于680份有效问卷,运用偏最小二乘法对假设进行检验。研究结果表明:在线品牌社群社会资本会通过促进社群幸福感(社群主观幸福感、社群心理幸福感和社群社会幸福感)进而促进品牌幸福感;在社群幸福感内部,社群社会幸福感会促进社群心理幸福感,而二者都会促进社群主观幸福感;在线品牌社群访问频率在社群主观幸福感与品牌幸福感之间起到正向调节作用。研究结论丰富了在线品牌社群和品牌幸福感理论,且对品牌建设实践具有指导价值。This study explores the mechanism of the influence of online brand communities on the consumer s sense of brand well-being from the perspective of social capital.Based on 680 valid questionnaires,the hypotheses were tested using the Partial Least Squares method.The results show that the social capital in online brand communities promotes community well-being(community subjective well-being,community psychological well-being and community social well-being),which in turn promotes brand well-being.Within community well-being,community social well-being promotes community psychological well-being,and both promote community subjective well-being.The visiting frequency of online brand community members positively moderates the relationship between community subjective well-being and brand well-being.The research findings enrich the theory of online brand communities and brand well-being,and are valuable in guiding brand building practices.

关 键 词：在线品牌社群 社会资本 社群幸福感 品牌幸福感 影响机制 

分 类 号：F713.50[经济管理—市场营销]