【摘要】：以自我概念一致性為起點(diǎn),品牌認(rèn)同、品牌承諾為中介,對(duì)網(wǎng)商品牌忠誠(chéng)的形成過(guò)程進(jìn)行了實(shí)證分析,研究表明:真實(shí)自我概念一致性對(duì)品牌認(rèn)同沒(méi)有顯著影響,但理想自我概念一致性不僅對(duì)品牌認(rèn)同有顯著影響,而且對(duì)情感依戀承諾、社會(huì)順從承諾都有顯著影響;品牌認(rèn)同對(duì)品牌承諾和品牌忠誠(chéng)都有積極的正向作用,但品牌認(rèn)同對(duì)品牌承諾的關(guān)系強(qiáng)度更大;情感依戀承諾只對(duì)重復(fù)購(gòu)買(mǎi)意向有顯著正向影響,而社會(huì)順從承諾只對(duì)正面口碑相傳有顯著正向影響。
[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.
【作者單位】： 天津財(cái)經(jīng)大學(xué)商學(xué)院;南開(kāi)大學(xué)商學(xué)院;
【基金】：國(guó)家社會(huì)科學(xué)基金青年項(xiàng)目(12CGL048) 教育部人文社會(huì)科學(xué)基金青年項(xiàng)目(12YJC860007) 天津市哲學(xué)社會(huì)科學(xué)規(guī)劃課題(TJGL11-124) 天津財(cái)經(jīng)大學(xué)優(yōu)秀青年學(xué)者培育計(jì)劃(2012)
【分類號(hào)】：F273.2;F426.72

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