品牌社群的消費者忠誠之雙元路徑模型

Consumer loyalty is a key feature of consumer-brand relationship management. The authors propose a dual-pathway model, consisting of one intrinsic path and one extrinsic path, to explain consumer loyalty in a brand community context. The intrinsic path internalizes individuals' intrinsic needs (formed from self-determination, self-congruence, and desirable hedonic values) through an identification process that leads to affective commitment to the brand community. The extrinsic path is an external-regulation process that internalizes individuals' extrinsic cost perceptions (consisting of switching barriers, relationship investment size, and lack of attractive alternatives) to form continuance commitment. The authors empirically test the model with a three-stage longitudinal data analysis using a sample of 507 paired-responses from members of nine car clubs. Results support the proposed Model. This dual-pathway model complements and adds to the findings of existing single pathway-based studies in terms of explaining consumers' loyalty in brand community contexts.