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Learning to foresee the effects of social identity complexity and need for social approval on technology brand loyalty

机译：学习预见社会身份复杂性的影响以及社会对技术品牌忠诚度的需求

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The rapidly growing technological pervasion and virtual communities have drastically changed the way people evaluate a technology brand in tradition. For that reason, this study explores technology brand loyalty to verify its key predictors and mediators for understanding such loyalty in depth. Specifically, this study predicts the effects of social identity complexity and need for social approval on technology brand loyalty by simultaneously assessing the mediating mechanisms of susceptibility to normative influence (SNI) and susceptibility to personality congruence (SPC). Using a survey of 312 smartphone users from the high-tech, financial, and service industries, empirical testing confirms that perceived value and SPC are direct drivers for brand loyalty. Brand loyalty can be enhanced if a clear personality of the brand appears for its major consumers based on the findings of this study. The inferences drawn from the sample in Taiwan are more generalizable to consumers in Asia rather than those in Europe. (C) 2016 Elsevier Inc All rights reserved.
机译：迅速增长的技术普及和虚拟社区已大大改变了人们对传统技术品牌的评估方式。因此，本研究探索技术品牌忠诚度，以验证其关键预测因素和中介者，以深入了解此类忠诚度。具体而言，本研究通过同时评估对规范影响力（SNI）和人格一致性易感性（SPC）的中介机制，预测了社会身份复杂性和社会认可对技术品牌忠诚度的影响。通过对来自高科技，金融和服务业的312位智能手机用户进行的调查，经验测试证实，感知价值和SPC是品牌忠诚度的直接驱动力。如果根据本研究的发现，为其主要消费者呈现清晰的品牌个性，则可以提高品牌忠诚度。从台湾样本中得出的推论更能推广到亚洲的消费者，而不是欧洲的消费者。 （C）2016 Elsevier Inc保留所有权利。

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