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

发布时间：2018-03-23 06:12

  本文选题：社会沟通　切入点：品牌忠诚度　出处：《暨南学报(哲学社会科学版)》2017年09期 　论文类型：期刊论文

【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。
[Abstract]:The young generation of China was born and raised in the background of family planning policy, and its brand loyalty formation has a unique mechanism. The aim of this study is to investigate the influence of social communication on brand loyalty, behavior attitude and subjective norms of the only child. And the intermediary effect between social communication and brand loyalty of only child. The empirical results support the hypothesis and show that family communication has a direct positive effect on brand loyalty. Friend communication and Internet communication have indirect positive effects on brand loyalty. In addition, behavior attitude and subjective norms play a partial intermediary effect between social communication and brand loyalty.
【作者单位】： 北京林业大学经济管理学院;
【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)
【分类号】：C924.21;F273.2
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本文编号：1652236