在线品牌社群顾客欺凌对品牌认同的影响研究  

Research on the Chain Reaction of Online Brand Community Customer Cyberbullying to Brand Identity

作　　者：赵建彬[1] 李呵呵 陶建蓉[1] ZHAO Jian-bin;LI He-he;TAO Jian-rong(East China University of Technology,Nanchang 330013,China)

机构地区：[1]东华理工大学资源与环境经济研究中心,南昌330013 [2]东华理工大学经济与管理学院,南昌330013

出　　处：《山东工商学院学报》2023年第5期48-58,115,共12页Journal of Shandong Technology and Business University

基　　金：国家自然科学基金地区项目“运气概念对多样化寻求行为的影响机制研究”(71962001);江西省软科学资源与环境战略研究中心项目“基于文化一致性视角下的流域生态补偿意愿研究”(17RJC01);东华理工大学研究生创新基金资助项目“网络的狂欢?在线品牌社群顾客欺凌对品牌认同的影响研究”(DHYC-202209)。

摘　　要：以在线品牌社群中的顾客欺凌为研究对象,构建包括顾客网络欺凌、心理相容性、群体认同和品牌认同等要素的链式中介模型,通过结构方程模型揭示顾客网络欺凌影响品牌认同的机理。研究发现,顾客网络欺凌分别对心理相容性和群体认同有显著负向影响;心理相容性对群体认同,群体认同对品牌认同有显著正向影响;但顾客网络欺凌对品牌认同无直接负向影响,必须通过群体认同的中介作用或心理相容性和群体认同的链式中介作用。Taking customer bullying in online brand communities as the research object,a chain mediation model is constructed that includes factors such as customer online bullying,psychological compatibility,group identity,and brand identity.The structural equation model is used to reveal the mechanism by which customer online bullying affects brand identity.Research has found that customer online bullying has a significant negative impact on psychological compatibility and group identity,respectively;Psychological compatibility has a significant positive impact on group identity,and group identity has a significant positive impact on brand identity;However,customer online bullying has no direct negative impact on brand identity,and must be mediated through the mediating effect of group identity or the chain mediating effect of psychological compatibility and group identity.

关 键 词：顾客网络欺凌 心理相容性 群体认同 品牌认同 

分 类 号：G206[文化科学—传播学]