上海管理科学2011，Vol.33Issue(2)：36-43,8.
网络社区对商城式综合购物电子商务平台品牌忠诚影响因素及传导机理实证研究
Empirical Research On the Influential Factors and Transmitting Mechanism Of Online Community To Comprehensive Shopping Mall E-Commerce Platform Brand Loyalty
摘要
Abstract
As the online community theory study unceasingly thoroughly, more and more scholars found online community will produce significant influence to e-commerce platform development. Based on the study of theoretical model on the influence mechanism to comprehensive shopping mall e-commerce platform brand loyalty by its online community, through empirical research on comprehensive shopping mall e-commerce platform, these hypothesizes is verified at the same time of this theoretical model is revised.This article is using correlation analysis and regression analysis, intermediary effect analysis to find the relationship between independent variables, mediated variables and dependent variables. After we drew the conclusion, we use the Structural Equation Model (SEM) to inspect it and get almost consistent results. It claims that we find out the affecting factors and its transmitting mechanism of online community to comprehensive shopping mall e-commerce platform brand loyalty. Finally, according to the results of this study, we put forward some corresponding proposals to the community construction practice for comprehensive shopping mall e-commerce platform.关键词
网络社区/电子商务平台/品牌忠诚/影响因素/传导机理Key words
Online Community/ E-Commerce Platform/ Brand Loyalty/ Affecting Factors/ Transmitting Mechanism分类
管理科学引用本文复制引用
俞晔,王方华,伍青生..网络社区对商城式综合购物电子商务平台品牌忠诚影响因素及传导机理实证研究[J].上海管理科学,2011,33(2):36-43,8.
