在线品牌社群社会资本、社群认同与品牌忠诚——平台属性的干扰作用

Online Brand Community Social Capital,Community Identification and Brand Loyalty——The Moderating Role of Platform Character

基于网络平台收集的415份问卷,结合品牌关系和社会资本理论,研究在线品牌社群社会资本与社群认同、品牌忠诚的关系,并检验了平台属性的干扰作用。结果表明：品牌社群的网络密度、信任互惠和共同认知主要通过社群认同正向影响品牌忠诚,社群平台是否具备社交属性对这一过程存在干扰作用。与社交型社群相比,传统型社群的网络密度和信任互惠更能正向影响社群认同,而共同认知对社群认同的影响则相差不大。

This paper empirically analyzes the impact of online brand community social capital on community identification and brand loyalty, and then it verifies the interference function of platform Character by 415 questionnaires. Results show that, the social capital of online brand community affects brand loyalty through community identification, and there is also a certain difference due to different platform characters. Compared to social community, network density and trust and reci- procity have significantly higher impact on community identification in traditional community. The influence of common cog- nition on community identification is not different in two kinds of platform.