体育品牌社群体验对品牌忠诚的影响机制:社群认同和品牌认同的链式中介效应  

Influence Mechanism of Sports Brand Community Experience on Brand Loyalty:Chain Mediating Effect of Community Identity and Brand Identity

作　　者：于蓝 郑芳[1] 徐曼 YU Lan;ZHENG Fang;XU Man(Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学,浙江杭州310058

出　　处：《中国体育科技》2023年第8期73-81,89,共10页China Sport Science and Technology

基　　金：国家社会科学基金重大项目(22&ZD335)。

摘　　要：品牌社群是体育品牌企业与消费者间重要的沟通媒介,良好的品牌社群体验是体育品牌企业培育品牌忠诚的关键抓手。为探究体育品牌社群体验对品牌忠诚的底层逻辑,研究依托体验理论和社会认同理论,构建“体验-认同-忠诚”的概念框架,建立社群体验、社群认同、品牌认同和品牌忠诚的结构方程模型,并基于372份样本数据进行验证。研究发现,以认知、身体、情感、社会体验为主要内容的体育品牌社群体验对品牌忠诚的影响包括直接和间接2种机制,直接影响机制指社群体验直接正向影响品牌忠诚,间接影响机制指社群体验通过社群认同和品牌认同的链式传导作用间接影响品牌忠诚的形成,间接影响机制起主要作用。建议体育品牌社群通过搭建运动消费场景,创设丰富社群体验,开展群体体育活动以激发群体认同,塑造品牌个性并加强品牌融入。Brand community is an important communication medium between sports brand enterprises and consumers.A good brand community experience is the key for sports brand enterprises to cultivate brand loyalty.To explore the underlying logic of brand loyalty through sports brand community experience,a conceptual framework of“experience-identity-loyalty”was constructed and a structural equation model of community experience,community identity,brand identity and brand loyalty was established based on experience theory and social identity theory,which were verified based on 372 pieces of sample data.It was found that,with cognitive,physical,emotional and social experience as main content,the influence of sports brand community experience on brand loyalty included both direct and indirect mechanisms.The direct influence mechanism referred to the direct positive influence of community experience on brand loyalty,while the indirect influence mechanism referred to the indirect influence of community experience on the formation of brand loyalty through the chain transmission of community identity and brand identity,with the latter playing a major role.It is suggested that sports brand communities build sports consumption scenarios to create rich community experience and organize group sports activities to stimulate group identity,shape brand personality and strengthen brand integration.

关 键 词：体育品牌社群 品牌忠诚 品牌社群体验 社群认同 品牌认同 

分 类 号：G80-05[文化科学—运动人体科学]