品牌社群视角下我国球迷忠诚形成机制分析——以组织公民行为为中介变量

An Analysis of Fan Loyalty Development in China from the Perspective of Brand Communities: Organizational Citizenship Behavior as a Mediating Variable

DOI：10.12064/ssr.20220312

中文关键词:品牌社群特征组织公民行为球迷忠诚

英文关键词:brand community characteristics organizational citizenship behavior fan loyalty

基金项目:中央高校基本科研业务费专项资金项目(22120200375)

作者	单位
张鑫	.同济大学体育教学部,上海 200092
顾文文	同济大学经济管理学院,上海 200092
楚潇君	.同济大学体育教学部,上海 200092
芦文静	同济大学经济管理学院,上海 200092
韩嘉懿	.同济大学体育教学部,上海 200092
卢天凤	.同济大学体育教学部,上海 200092

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中文摘要:

品牌社群是近年来品牌管理者和学者普遍讨论、关注的一个热门话题。借鉴组织承诺理论和嵌入理论提出假设模型，构建了品牌社群特征—组织公民行为—球迷忠诚的关系路径，并用结构方程模型进行实证检验。得出：品牌社群特征能够显著提升球迷忠诚，且组织公民行为的中介作用显著为正；进一步分别探讨组织公民行为5个维度的中介效应，其中正面口碑、维护秩序及帮助他人的中介效应显著，且三者之间没有明显差异。

英文摘要:

Brand community is a hot topic discussed and concerned by brand managers and scholars in recent years. Based on the organizational commitment theory and embedded theory, this study proposes a hypothetical model and constructs the relative path of brand community characteristics-organizational citizenship behavior-fan loyalty. Research hypotheses are empirically tested by Structural Equation Model. The results show that brand community characteristics can significantly enhance fans loyalty, and the mediating effect of organizational citizenship behavior is significantly positive. Furthermore, the mediating effects of five dimensions of organizational citizenship behavior are explored. The mediating effects of positive word-of-mouth, maintaining order and helping others are significant, and there is no significant difference among them.

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