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
发布时间：2018-07-25 11:38
【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。
[Abstract]:Taking self-concept consistency as the starting point, brand identity and brand commitment as the intermediary, this paper makes an empirical analysis on the forming process of brand loyalty of online merchants. The research shows that the true self-concept consistency has no significant influence on brand identity. But the consistency of ideal self-concept not only has a significant impact on brand identity, but also has a significant impact on emotional attachment commitment, social compliance commitment, brand identity has a positive effect on brand commitment and brand loyalty. However, the relationship between brand identity and brand commitment is more intense; affective attachment commitment only has a significant positive impact on repeated purchase intention, while social compliance commitment only has a significant positive impact on positive word of mouth transmission.
【作者单位】： 天津财经大学商学院;南开大学商学院;
【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)
【分类号】：F273.2;F426.72
[Abstract]:Taking self-concept consistency as the starting point, brand identity and brand commitment as the intermediary, this paper makes an empirical analysis on the forming process of brand loyalty of online merchants. The research shows that the true self-concept consistency has no significant influence on brand identity. But the consistency of ideal self-concept not only has a significant impact on brand identity, but also has a significant impact on emotional attachment commitment, social compliance commitment, brand identity has a positive effect on brand commitment and brand loyalty. However, the relationship between brand identity and brand commitment is more intense; affective attachment commitment only has a significant positive impact on repeated purchase intention, while social compliance commitment only has a significant positive impact on positive word of mouth transmission.
【作者单位】： 天津财经大学商学院;南开大学商学院;
【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)
【分类号】：F273.2;F426.72
【参考文献】
相关期刊论文 前5条
1 金立印;;基于品牌个性及品牌认同的品牌资产驱动模型研究[J];北京工商大学学报(社会科学版);2006年01期
2 徐彪;李心丹;张s，
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