文献类型：期刊文献

中文题名：品牌社群顾客间互动、心理契约与忠诚关系研究

英文题名：The Relationship between Customer-to-customer Interaction,Psychological Contract and Community Loyalty in Brand Community

作者：赵建彬[1];景奉杰[2];余樱[1]

机构：[1]华中科技大学管理学院,湖北武汉430074;[2]华东理工大学商学院,上海200237

年份：2015

卷号：32

期号：3

起止页码：96

中文期刊名：经济经纬

外文期刊名：Economic Survey

收录：人大复印报刊资料;CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2014】；CSSCI:【CSSCI2014_2016】；

基金：国家自然科学基金(71272124)

语种：中文

中文关键词：心理契约;顾客间互动;社群忠诚;品牌社群

外文关键词：Psychological Contract;;Customer-to-customer Interaction(C2C);;Brand Community Loyalty;;Brand Community

摘要：笔者以品牌社群的伦理责任为研究视角,认为顾客之间存在心理契约,顾客间互动对心理契约存在影响,进而影响社群忠诚。以车友会品牌群体为研究对象,运用结构方程模型进行分析,结果表明:品牌社群成员间的心理契约是一个三维度的结构,在顾客间互动对社群忠诚的影响中起到部分中介作用,其中交易型心理契约在人际互动对社群忠诚的影响中有部分中介作用;交易型、关系型和伦理型心理契约在信息互动对社群忠诚的影响中有部分中介作用。
From the view of moral responsibility,authors consider that psychological contract exist between customers and are affected by C2 C interactions,thereby also affecting the brand community loyalty of the customers. Several motorist clubs were employed as the research object. The paper adopt structural equation model. The result suggests that the psychological contract between brand community members is a three-dimensional structure and plays a mediating role in the influence of customer-to-customer interaction on the community loyalty,within which the transactional psychological contract play an partially mediating role in the impact of social interaction on the brand community loyalty. Transactional,relational and ethical psychological contract play a partially mediating role in the impact of information interaction on the brand community loyalty.