CAJ | 학술논문

以自我概念一致性为起点，品牌认同、品牌承诺为中介，对网商品牌忠诚的形成过程进行了实证分析，研究表明：真实自我概念一致性对品牌认同没有显著影响，但理想自我概念一致性不仅对品牌认同有显著影响，而且对情感依恋承诺、社会顺从承诺都有显著影响；品牌认同对品牌承诺和品牌忠诚都有积极的正向作用，但品牌认同对品牌承诺的关系强度更大；情感依恋承诺只对重复购买意向有显著正向影响，而社会顺从承诺只对正面口碑相传有显著正向影响。
이자아개념일치성위기점，품패인동、품패승낙위중개，대망상품패충성적형성과정진행료실증분석，연구표명：진실자아개념일치성대품패인동몰유현저영향，단이상자아개념일치성불부대품패인동유현저영향，이차대정감의련승낙、사회순종승낙도유현저영향；품패인동대품패승낙화품패충성도유적겁적정향작용，단품패인동대품패승낙적관계강도경대；정감의련승낙지대중복구매의향유현저정향영향，이사회순종승낙지대정면구비상전유현저정향영향。
This paper, with the self-congruence as a starting point and brand identification and brand commitment as inter- mediation, makes an empirical research on the formation process of brand loyalty of electronic retailing. The result showst- hat： real-self-congruence has no significant influence on brand identification, but ideal-self-congruence hasn＇ t only signifi- cant influence on brand identification, and has also a significant effect on affeetive attachment brand commitment and social compliance brand commitment; brand identification has positive effects on brand commitment and brand loyalty, the rela- tionship between brand identification and brand commitment is more intense ; affeetive attachment brand commitmentonly has a significant positive influence on repeat purchase intention, but social compliance brand commitment has only a significant positive impact on positive WOM.