中文摘要：

随着社会化媒体的发展,顾客品牌契合行为受到学术界和业界越来越多的重视。顾客品牌契合行为是顾客因受到动机驱动而对品牌表现出的非交易性行为,是旅游企业提升品牌绩效和获取竞争优势所必需的战略要求。以往学者指出,顾客品牌契合行为源于动机因素,但鲜有研究从动机角度考察过顾客品牌契合行为发生的心理机制。该研究基于自我决定理论,以顾客与旅游品牌契合行为为例,实证研究品牌支持、品牌知识和品牌社群这3种情境因素对顾客基本心理需要及动机内化进而契合行为的影响。研究发现,品牌支持、品牌知识和品牌社群对顾客品牌契合行为有积极的影响,动机内化是上述因素影响品牌契合行为的关键心理机制。

英文摘要：

With the advent of Web 2.0, social media has radically altered the ways in which people communicate, collaborate, and connect with tourism brands and other consumers. Consumers are disseminating more information than ever before about their interests, experiences with products and services, thoughts, and their daily interactions and activities. Marketing professionals recognize the importance of engaging with customers, and consider customer engagement as a strategic imperative for generating enhanced brand performance. The Marketing Science Institute also identified customer engagement as one of the marketing research priorities for 2012 - 2014. Customer engagement behaviors are defined as customer behaviors that extend beyond purchase and that have a brand focus resulting from motivational drivers. However, the motivational factors that drive customer engagement behaviors, and the mechanisms behind these factors remains to be investigated. This study proposes and tests a model that links external factors （i.e., brand support, brand knowledge, and brand community）, needs satisfaction （i.e., autonomy, competence, and relatedness）, motivation internalization, and customer engagement behaviors （i.e., compliance, cooperation, feedback, helping other customers, and positive word of mouth） from a perspective of self-determinant theory. Data were collected via the Internet and social media, which are important platforms on which customer engagement behaviors occur. Tourism brands were selected because most tourism companies have adopted engagement strategies, and customers tend to be familiar and are able to interact intensively with such brands. Data were managed and processed using SPSS 20.0 and AMOS 17.0 software. After the descriptive analysis, reliability analyses, and confirmatory factor analysis were carried out, and hypotheses were tested based on a sample of 388 customers using structural equation modeling. The results show that brand support has significant influences on autonomy, competence, and