本文選題：社會溝通　切入點：品牌忠誠度　出處：《暨南學(xué)報(哲學(xué)社會科學(xué)版)》2017年09期 　論文類型：期刊論文

【摘要】：中國年輕一代出生并成長在計劃生育政策背景下,其品牌忠誠度形成具有獨特機制。本研究的目標(biāo)是調(diào)查社會溝通對獨生子女的品牌忠誠度、行為態(tài)度和主觀規(guī)范的影響,以及行為態(tài)度、主觀規(guī)范在社會溝通和獨生子女的品牌忠誠度之間的中介效應(yīng)。實證結(jié)果支持了假設(shè)并表明,家庭溝通對品牌忠誠度有直接積極的影響,朋友溝通和互聯(lián)網(wǎng)通信對品牌忠誠度有間接積極的影響。此外,行為態(tài)度和主觀規(guī)范在社會溝通和品牌忠誠度之間施以部分中介效應(yīng)。
[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.
【作者單位】： 北京林業(yè)大學(xué)經(jīng)濟管理學(xué)院;
【基金】：中央高�；究蒲袠I(yè)務(wù)費專項資金資助《基于社會生態(tài)動態(tài)的林農(nóng)創(chuàng)業(yè)復(fù)雜系統(tǒng)仿真模擬研究》(批準(zhǔn)號:2016JX07) 北京市社會科學(xué)基金項目《面向京津冀城市群消費的城郊農(nóng)民創(chuàng)業(yè)驅(qū)動因素與培育體系研究》(批準(zhǔn)號:16YJB009)
【分類號】：C924.21;F273.2
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本文編號：1652236