中文摘要：

已有研究广泛探讨消费者品牌态度对其品牌信息转发行为的影响以及品牌信息转发对接受者的品牌态度和购买决策的影响,但忽略了它对转发者的品牌态度及购买决策的影响。根据自我知觉理论和承诺一致性原则,探讨品牌帖子转发行为是否能反向影响转发者对该品牌的偏好以及二者之间是否存在互为因果的关系。鉴于因果指向问题不宜采用简单回归分析,因此先后通过一项实验和一项问卷调查收集数据,分别采用方差分析、非递归结构方程模型检验研究假设;通过构建两组表示不同的单向因果关系的竞争模型,比较假设模型的优劣。实验结果表明,消费者的品牌帖子转发行为对消费者的品牌偏好有显著的促进作用,说明消费者将自身的品牌帖子转发行为内部归因为积极的品牌态度,并在承诺一致的压力下强化了对该品牌的偏好;调研结果表明,虽然互为因果的模型的拟合优度指标稍逊于以品牌帖子转发为因、品牌偏好为果的竞争模型,但品牌帖子转发与品牌偏好之间互为因果的关系也成立。研究结论丰富了对品牌帖子转发行为与品牌偏好之间互为因果关系的理解,扩展了自我知觉理论和承诺一致性原则的适用情景,即从面对面互动情景扩展至虚拟情景,从产品体验分享行为扩展至品牌信息分享行为;同时,它对指导企业运用品牌帖子转发强化消费者品牌偏好、提升销售绩效也具有实践意义,并提供了具体方法。

英文摘要：

Prior research explores extensively on the effects of consumers＇ brand attitudes on their forwarding behaviors of brandpost on social network sites, as well as the effects of brand-post forwarding on recipients＇ brand attitudes and their buying decisions. However, scholars have neglected the possibilities that forwarding brand-posts in return, could also have effects on the for- warders＇ brand attitudes and their buying decisions.This research goes beyond the traditional perspectives and draws upon previous work on self-perception theory and commitmentconsistency principle to explore ①whether the forwarding behaviors of brand-pests would affect the forwarders＇ preference to that specific brand, and ②whether there is a reciprocal causality between brand-post forwarding and brand preference. Since this re- search makes the direction of causality an issue, instead of simply running a regression model, it relies on an experiment and a questionnaire survey to test the hypotheses, which are analyzed by multivariate analysis of variance（MANOVA） and non-recur- sire structural equation model analysis respectively. In addition, two competing models, which respectively pertains to the unilat- eral causality from brand attitude to brand-post forwarding, and an opposite causality, are also constructed to compare with the reciprocal causality model. The preliminary experiment shows that the forwarding behaviors of brand-posts will significantly enhance the forwarders＇ brand preferences. This result implies that the forwarders may intrinsically attribute their forwarding behaviors of brand-post to their brand preferences, and thus intend to keep their subsequent brand attitudes consistent with their forwarding behaviors of brand-post-that is, to develop or strengihen their brand preferences. The survey data further support the reciprocal causality between brand-post forwarding and brand preferences, in spite of the fact that the goodness-of-fit index of this reciprocal causality model is slightly inferior to t