CAJ | 학술논문

选择品牌认同与社群认同作为网络品牌社群中创新活动产生的心理前因，以社群创新成效为创新活动的结果变量，通过偏最小二乘法（PLS）路径建模的方法分析上述3个变量与网络品牌社群中的显性、隐性创新活动之间的关系。量化研究证实：品牌认同和社群认同均对社群创新活动有支持作用；社群创新活动在心理认同与创新成效间起完全中介作用；显性创新活动对创新成效有积极作用，而隐性活动则对创新成效存在负面影响。
선택품패인동여사군인동작위망락품패사군중창신활동산생적심리전인，이사군창신성효위창신활동적결과변량，통과편최소이승법（PLS）로경건모적방법분석상술3개변량여망락품패사군중적현성、은성창신활동지간적관계。양화연구증실：품패인동화사군인동균대사군창신활동유지지작용；사군창신활동재심리인동여창신성효간기완전중개작용；현성창신활동대창신성효유적겁작용，이은성활동칙대창신성효존재부면영향。
Taking brand identification and community identification as the psychological anteced- ents of innovative activities, and innovative performance as the effects of behavior, we apply Partial Least Squares （PLS） Path Modeling to analyzing the relationship between identifications, public and non-public innovative activities and innovative performance within OBC. It is proved that brand identi- fication and community identification both has positive impacts on innovative activities＇ innovative ac- tivities mediate completely between identifications and OBC innovative performance＇ public innovative activities enhance innovative performance while non-public activities may have negative impacts on performance.