ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2010, Vol. 18 ›› Issue (6): 1018-1024.

• • 上一篇    

品牌社区的形成与发展：社会认同和计划行为理论的视角

沈杰;王詠   

  1. (1中国科学院心理研究所, 北京 100101) (2中国科学院研究生院, 北京 100039)
  • 收稿日期:2009-12-14 修回日期:1900-01-01 出版日期:2010-06-15 发布日期:2010-06-15
  • 通讯作者: 王詠

Formation and Development of Brand Community:
the Perspective of Social Identity and Theory of Planned Behavior

SHEN Jie;WANG Yong   

  1. (1 Institute of Psychology, Chinese Academy of Science, Beijing 100101, China)
    (2 Graduate University Chinese Academy of Science, Beijing 100039, China)
  • Received:2009-12-14 Revised:1900-01-01 Online:2010-06-15 Published:2010-06-15
  • Contact: WANG Yong

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摘要： 品牌社区是指一种特定的, 不受地域限制的, 基于某一品牌崇拜者之间结构化的社会关系而建立的社区。大量研究围绕社会认同理论、计划行为理论等相关理论, 试图揭示品牌社区的形成、发展及作用机制。现有研究发现消费者对品牌的态度及其所感受到的主观行为规范等因素会影响个体的社区参与水平, 而参与品牌社区有助于社区成员产生品牌认同, 进而有效地维持并提高其品牌忠诚度。未来研究应该更多地关注自尊、自我意识以及社会认同威胁等变量。此外, 国内研究者还应当考虑到东西方文化差异, 促进相关理论及概念的本土化。

关键词: 品牌社区, 社会认同, 计划行为理论

Abstract: A “brand community” is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. By mainly employing the social identity theory and the theory of planned behavior, existing studies try to reveal how brand community forms, develops and functions. Findings indicate that factors such as consumers’ attitude toward brands and perceived subjective norms will influence their community participations. In turn, community participation can result in brand identity, and consequently maintain and improve brand loyalty. Authors argue that more relevant variables, such as self-esteem, self-awareness and social identity threat, should be incorporated into the research of brand community. Authors also caution that cultural differences need to be taken into account in indigenous research.

Key words: brand community, social identity, Theory of Planned Behavior