Abstract: Under the service dominant logic, customer participation has an important influence on brand loyalty in the online brand community. This paper puts customer participation, customer engagement, perception of uncertainty and brand loyalty in the same framework to explore the specific mechanism between customer participation and brand loyalty in the online brand community. Using the multiple linear regression of PLS to analyze the collected 537 effective samples, it shows that: in the online brand community, customer participation can directly promote common brand loyalty and oppositional brand loyalty; customer participation can also influence common brand loyalty and oppositional brand loyalty through the mediator variable customer engagement; perception of uncertainty as the moderator variable has some negative effect between customer participation and customer engagement.

Key words: Online Brand Community, Customer Participation, Customer Engagement, Brand Loyalty, Perception of Uncertainty

摘要： 在服务主导逻辑下,在线品牌社群顾客参与对品牌忠诚具有重要影响。本文从顾客视角出发,将顾客参与、顾客契合、感知不确定性与品牌忠诚纳入同一研究框架,探讨在线品牌社群中顾客参与对品牌忠诚的具体作用机制。采用偏最小二乘法对收集到的537份有效样本进行多元线性回归分析,结果表明:在线品牌社群中顾客参与能够直接促进常规品牌忠诚和敌对品牌忠诚;顾客参与能够通过顾客契合间接促进常规品牌忠诚和敌对品牌忠诚,顾客契合在顾客参与和品牌忠诚间起到中介作用;感知不确定性负向调节顾客参与对顾客契合的影响。

关键词: 在线品牌社群, 顾客参与, 顾客契合, 品牌忠诚, 感知不确定性