在线品牌社群质量对品牌幸福感的双路径影响机制研究

Research on the Dual Path Influence Mechanism of Online Brand Community Quality on Brand Well-being

基于SOR理论、自我决定理论、社会认同理论和目标一致性理论的多重理论视角,深入探讨在线品牌社群质量对品牌幸福感的双路径影响机制。通过对在线品牌社群用户进行问卷调查,获得417份有效数据,并运用结构方程建模和Bootstrap方法对模型进行检验。研究结果表明:在线品牌社群质量对心流体验和心理授权有显著的正向影响,并且心流体验和心理授权对品牌幸福感有显著的正向影响;心流体验和心理授权在在线品牌社群质量与品牌幸福感之间发挥部分中介作用,且心理授权较之心流体验的中介效应更大;自我-品牌联结和品牌目标一致性在在线品牌社群质量与心流体验、心理授权之间均有正向调节作用。本研究结论不仅对深化和完善在线品牌社群质量、品牌幸福感、心流体验和心理授权等具有重要的理论意义,而且对企业进行在线品牌社群设计以及帮助消费者增强品牌幸福感有重要启示。

Based on the integration of the multiple theoretical perspectives of SOR theory,self-determination theory,social identity theo-ry and goal congruence theory,this paper explores the dual-path influence mechanism of online brand community quality on brand well-being and adopts a questionnaire survey of online brand community users to obtain 417 valid data.And the model is tested by using struc-tural equation and Bootstrap method.The results show that online brand community quality has a significant positive effect on flow experi-ence and psychological empowerment,and flow experience and psychological empowerment also cast a positive effect on brand well-being significantly.Meanwhile,flow experience and psychological empowerment partially play a mediating role in the relationship between on-line brand community quality and brand well-being,and the mediating effect of psychological empowerment can be greater than that of flow experience.Moreover,self-brand connection and brand goal-consistency have a positive moderating effect on the quality of online brand communities in relation to flow experience and psychological empowerment.Specifically,the findings of this paper not only have important theoretical implications for deepening and improving online brand community quality,brand well-being,flow experience and psychological empowerment,but also have important insights for companies to design online brand communities and help consumers en-hance brand well-being.