社会沟通对青年人品牌忠诚影响的实证研究——品牌联想和品牌形象认知的中介效应

An Empirical Study on Impacts of Social Communication on Young People's Brand Loyalty——The Mediating Effect of Brand Association and Brand Image

消费者的品牌忠诚受人际间沟通的影响很大,而消费特征处于形成期的青年入尤为如此。本研究结合中国青年人的消费社会化和品牌购买行为,建立了社会沟通影响青年人品牌忠诚的概念模型,并采用结构方程方法进行实证检验。实证检验发现:青年入主动与父母沟通有助于品牌忠诚度的提升;青年人被动与父母沟通无助于品牌忠诚度的提升;青年人与朋友沟通有助于品牌忠诚度的提升;网络沟通对青年人品牌忠诚的影响不显著。同时,研究发现,品牌联想和品牌形象认知是社会沟通影响青年人品牌忠诚的中介变量。

Brand loyalty of consumers is affected by communication among them clearly, especially the young people whose consume behaviors is forming. This paper builds the concept of impacts of communication mode on young people＇s brand loyalty based on the brand purchase behavior of Chinese young people and the research literatures from home and abroad, and then tests it by structural equation methods. Empirical test shows the initiative communication between young people and their parents is helpful to enhance their brand loyalty ; the passive communication between young people and their parents is not helpful to enhance their brand loyalty;the communication between young people and their friends is helpful to enhance their brand loyalty;network communication of young people isn＇t helpful to their brand loyalty. Mean while, brand association and brand image are mediators of the impacts of communication mode on young people＇s brand loyalty