从社会认同理论与情绪之观点探讨线上品牌社群之对立-电子商务学报.PDF

第十七卷　第四期　2015 年12 月 （pp.479～502 ） * Mobile0 1 299 PLS From the Perspectives on Social Identify Theory and Emotions to Investigate Oppositional Brand Loyalty in Online Brand Communities: A Case of Smartphone Forum Communities Ying-Feng Kuo Jian-Ren Hou Department of Information Management, National University of Kaohsiung Abstract Oppositional brand loyalty is a psychological phenomenon observed among members of a brand community who hold negative and opposing views or even exhibit adversarial behaviors towards rival brands. This study is from the perspectives on social identity * fredkuo@.tw MOST 102-24 10-H-390-029-MY2 DOI: 10.6188/JEB.20 15.17(4).04 December 2015 479 theory and emotions to explore oppositional brand loyalty. Using a sample of smartphone communities from multi-brand forum Mobile0 1 in Taiwan, we collected 299 valid samples and the data were analyzed using the partial least squares (PLS) method. The analytical results indicate members who identified with their own online brand community will identify with the brand related to the same community increasingly; members with brand identification would further enhance self-brand connections; self-brand connections makes members hold positive emotion to favored brand and negative emotion to rival brand; positive emotio