品牌社群社会资本与品牌忠诚:一个被调节的中介模型

Brand Community Social Capital and Brand Loyalty:A Mediated Intermediary Model

品牌社群社会资本被视为企业营造品牌和消费者关系的重要切入点。现有研究对社会资本和品牌忠诚间的作用机制和边界条件提及较少。本文从品牌社群社会资本出发,基于组织承诺和社群介入理论,建立了一个被调节的中介模型。结果发现:社群承诺在两者间起到部分中介作用。社群涉入度正向调节了社会资本和社群承诺的关系以及整个中介模型。社群涉入度越高,影响效应越显著。研究结论进一步丰富了品牌社群理论,为企业进行品牌社群管理提供了重要启示。

Social capital of brand community is regarded as an important cut-in point for enterprises to build brand and consumer relationship. The mechanism and boundary conditions between social capital and brand loyalty are seldom mentioned in the existing research. Based on the social capital of brand community and the theory of organizational commitment and community involvement, this paper sets up a regulated intermediary model. The results showed that community commitment played a part of mediating role between the two. Community involvement positively regulates the relationship between social capital and community commitment as well as the whole intermediary model. The higher the community involvement, the more significant the effect. The conclusion of the study enriches the theory of Brand Community and provides important enlightenment for the management of brand community.