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首页> 外文会议>AMA Wenter Marketing Educators Conference >A Dual Pathway Model of Brand Community Loyalty: Extending and Broadening Deci and Ryan's Self-Determination Theory
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A Dual Pathway Model of Brand Community Loyalty: Extending and Broadening Deci and Ryan's Self-Determination Theory

机译：品牌社区忠诚度的双路途径：延伸和扩大十二年和瑞安自决理论

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The underlying mechanism by which brand community participation translates into committed and loyal customers remains unclear, which is the first research question we try to answer in current research. We propose a dual pathway model to provide insights into the development of brand community loyalty. Our dual pathway model is described as an intrinsic path, driven by brand community's intrinsic benefits, which leads to members' affective commitment, and extrinsic path, driven by brand community's extrinsic switching costs, resulting in members' calculative commitment. The second research question we try to answer is to consider the distinct internalization processes regarding members' intrinsic and extrinsic motivational antecedents respectively through extending Deci and Ryan's internalization continuum in self-determination theory. Third, while many drivers regarding participants' psychological needs and motivations are documented in brand community literature, we still lack a deep and systematic understanding about how community's affective commitments can be intrinsically facilitated. Thus, we conceptualize a fourth-order, reflective, hierarchical construct: brand community intrinsic benefits, to answer the third research question.
机译：品牌社区参与转化为承诺和忠诚的客户的潜在机制仍不清楚，这是我们在当前研究中回答的第一个研究问题。我们提出了一个双路模式，为品牌社区忠诚的发展提供见解。我们的双路模式被描述为由品牌社区的内在福利驱动的内在路径，这导致成员的情感承诺和外在道路，由品牌社区的外在交换成本驱动，导致成员的计算承诺。我们试图回答的第二个研究问题是考虑通过在自决理论中延长十二粒和Ryan的内化连续体分别考虑有关成员内在和外在激励前的内容的不同内化进程。第三，虽然有关参与者的心理需求和动机的许多司机在品牌社区文献中记录了，但我们仍然缺乏对社区的情感承诺如何能够本质上促进的深入和系统的了解。因此，我们概念化了第四阶，反思，等级构建：品牌社区内在福利，回答第三次研究问题。

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