在线品牌社群中的泛家意识以及前因和后效研究

›› 2015, Vol. 27 ›› Issue (12): 88-98.

在线品牌社群中的泛家意识以及前因和后效研究

赵建彬^1,2, 景奉杰³

1. 华中科技大学管理学院, 武汉 430074;
2. 东华理工大学经济与管理学院, 南昌 330013;
3. 华东理工大学商学院, 上海 200237

收稿日期:2013-12-05 出版日期:2015-12-30 发布日期:2015-12-25
作者简介:赵建彬,华中科技大学管理学院博士研究生,东华理工大学经济与管理学院讲师;景奉杰,华东理工大学商学院教授,博士生导师。
基金资助:
国家自然科学基金项目(71272124);教育部人文社科青年基金项目(15YJC630078)。

Antecedents and Effects of Extensive Familism Consciousness in Online Brand Community

Zhao Jianbin^1,2, Jing Fengjie³

1. School of Management, Huazhong University of Science and Technology, Wuhan 430074;
2. School of Economics and Management, East China Institute of Technology, Nanchang 330013;
3. School of Business, East China University of Science and Technology, Shanghai 200237

Received:2013-12-05 Online:2015-12-30 Published:2015-12-25

摘要/Abstract

摘要：

根据中国家文化的思想对相关文献进行分析,社群成员对在线品牌社群会产生泛家意识,该意识包含安全感和情感归属两项内容。以手机品牌社群为研究对象,采用结构方程方法研究泛家意识的影响因素和对忠诚行为的影响作用。研究结果表明:社群成员互动对泛家意识的安全感有积极影响,但对情感归属的影响不显著;网络中心性、系统质量、信息质量分别对安全感和情感归属有积极影响;社群成员的泛家意识对社群的忠诚水平有积极影响。

关键词: 社群成员互动, 网络中心性, 泛家意识, 品牌社群质量, 忠诚

Abstract:

According to the idea of China's family culture and analysis of relevant literature, community members will produce extensive familism consciousness in online brand community, and the consciousness consists of two parts:sense of security and emotional belonging. Using mobile phone brand community for the study, and employing the method of structural equation modeling, this research explores antecedents and consequences of extensive familism consciousness. The results show that interaction between community members have a positive impact on sense of security, but the impact on emotional belonging is not significant; network centrality, system quality and information quality have a positive impact on sense of security and emotional belonging respectively; extensive familism consciousness has a positive impact on the level of loyalty to the community.

Key words: community members interaction, network centrality, extensive familism consciousness, brand community quality, loyalty

赵建彬, 景奉杰. 在线品牌社群中的泛家意识以及前因和后效研究[J]. , 2015, 27(12): 88-98.

Zhao Jianbin, Jing Fengjie. Antecedents and Effects of Extensive Familism Consciousness in Online Brand Community[J]. , 2015, 27(12): 88-98.

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