CAJ | 학술논문

当前我国门户网站的竞争日趋激烈，对消费者门户网站品牌忠诚进行研究具有重要的现实意义。本文基于关系承诺一信任理论，建立了门户网站品牌忠诚度影响因素的概念模型，并通过问卷调查对模型进行了验证，以期对中国本土门户网站的品牌管理和关系营销管理有所裨益。研究结果表明，对门户网站品牌忠诚影响较大的因素是顾客对网站核心服务质量的满意度、顾客所处环境的规范习惯的明确性和导向性；同时，这些因素通过关系承诺的中介效应来间接影响门户网站品牌忠诚。
당전아국문호망참적경쟁일추격렬，대소비자문호망참품패충성진행연구구유중요적현실의의。본문기우관계승낙일신임이론，건립료문호망참품패충성도영향인소적개념모형，병통과문권조사대모형진행료험증，이기대중국본토문호망참적품패관리화관계영소관리유소비익。연구결과표명，대문호망참품패충성영향교대적인소시고객대망참핵심복무질량적만의도、고객소처배경적규범습관적명학성화도향성；동시，저사인소통과관계승낙적중개효응래간접영향문호망참품패충성。
Domestic Internet portals are faced with an increasingly fierce competition environment at present, and it＇s of great significance for portal websites to develop and keep consumers brand loyalty with their own sites. Based on the commitments-trust theory, this paper develops a framework to analyze determinants of consumer brand loyalty to portal websites,and empirically verifies the fitness of the model. Results show that the main determinants of consumer brand loyalty to portal websites include consumer satisfaction to website＇s core service as well as the clearness and orientation of consumer norms,and the relationship between these determinants and consumer brand loyalty are mediated by rela- tionship commitment.