摘要随着互联网的普及，消费者需求和选择的多样性使得品牌忠诚在潜移默化地发生改变，品牌社群的形态也逐渐过渡到虚拟品牌社群。本文从虚拟品牌社群体验入手，着重研究其对消费者品牌忠诚的影响，并挖掘品牌社群关系在其中的影响作用，以此构建影响路径模型，并进行实证研究。研究发现，虚拟品牌社群体验并不直接影响社群成员的品牌忠诚，而是通过品牌社群关系变量的中介作用产生间接影响；其中，品牌社群认同通过品牌社群承诺对品牌忠诚起到积极影响，品牌社群信任及归属感既能直接影响品牌忠诚，亦可以通过社群承诺产生间接影响。本文对当代企业在互联网环境下如何开展虚拟品牌社群建设，提升其社群体验，进而提升消费者品牌忠诚提供一定的借鉴和参考。51682

毕业论文关键词：虚拟品牌社群体验；品牌社群关系；品牌忠诚

The influence path of virtual brand community experience on brand loyalty: An empirical research

Abstract 

As the Internet develops, customers’ brand loyalty is changing imperceptibly with the persity of their needs and choices, and unobtrusively, and the core of brand community has transited to virtual brand community from the traditional form of brand community. This paper starts from the virtual brand community experience, and emphatically analyzes the influence that the virtual brand community experience has on the brand loyalty, and digs the leverage of brand community relation between them. According to analysis above, the model of influence path is constructed and the empirical research is performed. The research shows that brand loyalty is not influenced directly by virtual brand community experience, but influenced indirectly through the leverage of brand community relation. Among them, brand community identity makes effects on brand loyalty through brand community promise, and brand community trust and brand community sense of belonging do not only make direct effects on brand loyalty, but also make indirect effect by brand community promise. How the contemporary corporations perform the construction of virtual brand community in the environment of Internet and improve the community experience so as to enhance the brand loyalty of customers, in terms of this, this paper provides the limited reference and examples. 

Key Words:Virtual brand community experience; Brand community relation; Brand loyalty 

目  录

摘  要 Ⅰ

Abstract Ⅱ

目  录 Ⅲ

一  绪论 1

（一）研究背景及问题的提出 1

（二）研究意义 1

（三）研究内容及方法 2

（四）论文可能创新点 2

二  文献回顾及研究假设 4

（一）虚拟品牌社群体验与品牌忠诚的关系 4

（二）虚拟品牌社群体验对品牌社群关系变量的影响 4

（三）品牌社群关系变量与品牌忠诚的关系 5

（四）理论模型的构建 6

三  实证研究设计 8

（一）研究变量的操作性定义及测量 8

（二）问卷的设计 10

（三）问卷的发放与数据收集 11

四  实证结果分析