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中文摘要：
选择品牌认同与社群认同作为网络品牌社群中创新活动产生的心理前因，以社群创新成效为创新活动的结果变量，通过偏最小二乘法（PLS）路径建模的方法分析上述3个变量与网络品牌社群中的显性、隐性创新活动之间的关系。量化研究证实：品牌认同和社群认同均对社群创新活动有支持作用；社群创新活动在心理认同与创新成效间起完全中介作用；显性创新活动对创新成效有积极作用，而隐性活动则对创新成效存在负面影响。
英文摘要：
Taking brand identification and community identification as the psychological anteced- ents of innovative activities, and innovative performance as the effects of behavior, we apply Partial Least Squares （PLS） Path Modeling to analyzing the relationship between identifications, public and non-public innovative activities and innovative performance within OBC. It is proved that brand identi- fication and community identification both has positive impacts on innovative activities＇ innovative ac- tivities mediate completely between identifications and OBC innovative performance＇ public innovative activities enhance innovative performance while non-public activities may have negative impacts on performance.
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