中文摘要：

以知觉理论为依据,从消费者心理认知层面——主观规范和行为态度,运用结构方程模型方法对网络评价如何影响品牌忠诚进行实证研究,并针对结果提出相应建议。结果表明,网络评价显著地正向影响消费者的主观规范和行为态度,主观规范和行为态度对品牌忠诚有正向促进作用。同时,主观规范和行为态度在网络评价和品牌忠诚之间起完全中介作用。研究强调了网络评价对品牌管理的重要性,指出企业应采取措施鼓励消费者进行网络评价。

英文摘要：

This paper introduced the perception theory, aimed to research how consumer brand loyalty was affected by Internet word of mouth based on the cognitive psychology, from the two dimensions of subjective norm and the attitude of behavior, with the method of structural equation model. The results showed that lnternet word of mouth significantly and positively influenced subjective norm and the attitude of behavior. Brand loyal- ty was also impacted by subjective norm and the attitude of behavior. Further,subjective norm and the attitude of behavior played a mediating role in the relationship of Internet word of mouth and consumer brand loyalty. It was emphasized in the study that lntemet word of mouth was really important to consumer brand loyalty, and the study pointed that measures should be taken to encourage consumers to make evaluation online.