摘要在这移动互联网时代，企业为拓展品牌营销，开始培养与发展其在线品牌社群。本文将社群体验分为五个维度：信息体验、娱乐体验、互动体验、思考体验与服务体验，从体验的角度来探讨在线品牌社群对品牌忠诚的意义。经过实证发现，在线品牌社群对品牌忠诚有两条影响路径：在线品牌社群体验直接正向影响品牌忠诚，同时社群承诺在品牌社群体验与品牌忠诚之间起到部分中介效应。但是各个体验维度对品牌忠诚的影响却各不相同，其中，信息体验、思考体验与服务体验正向影响品牌忠诚，娱乐体验与互动体验对品牌忠诚却无显著影响。另外，在两条路径中社群成员参与度在社群体验与社群承诺、社群承诺与品牌忠诚、以及社群体验与品牌忠诚间都不存在调节作用。82854

毕业论文关键词  在线品牌社群  体验  社群承诺  品牌忠诚  社群参与度

毕 业 论 文 外 文 摘 要

Title     A Study on the Influence of Online Brand Community              Experience on Brand Loyalty             

Abstract In the era of mobile Internet, in order to expand brand marketing, companies began to cultivate and develop their online brand community。 In this thesis, the author will explore the significance of online brand community to brand loyalty from the perspective of community experience, which is pided into five dimensions: information experience, entertainment experience, interactive experience, thinking experience and service experience。 After the empirical analysis, the author found that the impact of online brand community on brand loyalty has two paths: one is that online brand community experience has a direct positive effect on brand loyalty, and the other one is that community commitment plays a partial mediating effect between the community brand experience and brand loyalty。 However, the influence of each experience dimension on brand loyalty is different。 In fact, information experience, thinking experience and service experience positively influence brand loyalty, yet entertainment experience and interactive experience have no significant influence on brand loyalty。 What’s more, in the two paths, the participation of community members does not exert moderating effect upon the relationships between community experience and community commitment, community commitment and brand loyalty, and community experience and brand loyalty。

Keywords  Online brand community  Experience  Community commitment  Brand loyalty  Community participation

目  次

1 绪论 3

1。1 研究背景 3

1。2 研究意义 4

2 国内外研究综述 5

2。1 在线品牌社群 5

2。1。1 在线品牌社群的界定 5

2。1。2 在线品牌社群与品牌忠诚相关研究 6

2。2 在线品牌社群体验 7

2。3 品牌社群承诺 8

2。4 品牌忠诚 9

2。4。1 品牌忠诚的概念 9

2。4。2 品牌忠诚测量指标 9

3 理论模型与研究假设 11

3。1 理论模型的构建 11

3。2 研究假设的提出 12

4 实证研究设计