中文摘要：

品牌社群是由消费者组成的社会关系网络,其对社群成员具有显著的影响作用。将社会网络和社会资本理论引入品牌社群研究中,探究品牌社群社会资本的维度、特征和影响作用,进而揭示品牌社群影响品牌忠诚的作用机理。基于理论研究和对上海某单车车友会的参与观察,提出相关研究假设和概念模型,通过问卷调查和整理调研数据,采用结构方程模型对初始概念模型做出检验。实证研究结果表明,社会资本存在于品牌社群中,它随自愿、互惠、信任及内部语言的增强而增强;消费者在品牌社群中可获得信息价值和社会价值,这有助于其形成品牌社群承诺和品牌忠诚;在品牌社群中,信息价值可作为影响品牌忠诚的保健因素,社会价值可作为增强品牌忠诚的激励因素。研究结果为企业培育品牌忠诚提供了新路径。

英文摘要：

Brand community is a social network composed of consumers who mentally admire the brand,having significant influence on its community members.We introduce social network and social capital theory to the study of brand community,explore the dimensions,characteristics and influences of social capital in brand community,and thus reveal the mechanism of the effects of brand community on brand loyalty.Based on theoretical research and participant observation on some bike club of Shanghai,we proposed related hypotheses and a conceptual model,and collected the research data with a survey questionnaire and test the initial conceptual model by using structural equation modeling.From the empirical study it is found that social capital exists in the context of brand community,which increases with the increase of volunteering,reciprocity,trust and jargons of brand community.In addition,consumers can avail information values and social values from brand community,which helps to form commitment of brand community and brand loyalty.Moreover,in brand communities,information values can be regarded as hygiene factors affecting brand loyalty,while social values can be regarded as motivators enhancing brand loyalty.The research findings provide a new path for companies to cultivate brand loyalty.