公益机构微博的粉丝忠诚度影响因素研究

摘要

Despite the flourishment of micro-blog commonweal activities, there are still several problems on the sustainability of these ac-tivities. Drawing upon the identification and internalization mechanisms of socialinfluence, the traditional customer loyalty theory and so-cial capital theory, this study attempts to propose a research model to understand the antecedents of micro-blog usersˊ loyalty. A survey was conducted to collect the data and the structural equation modeling( SEM) technique was employed to examine the research model. Ac-cording to the data analysis results, social capital, perceived value and satisfaction are the key determinants of commonweal micro-blog us-ersˊloyalty. Further, satisfaction plays a mediating role in the model. Finally, the theoretical implications and managerial suggestions on how to enhance micro-blog usersˊloyalty of commonweal organizations are discussed.%微博公益事业在蓬勃发展的同时也存在着持续性不足等问题，以公益机构微博的粉丝为研究对象，从社会影响的认同机制和内化机制出发，将社会资本理论纳入传统顾客忠诚度模型中，提出公益机构微博粉丝忠诚度影响因素的理论模型，并通过问卷调查和结构方程模型进行实证研究。研究表明社会资本、感知价值和满意度是影响公益机构微博粉丝忠诚度的重要因素，而且满意度发挥着重要的中介作用。最后基于数据分析的结果，提出推动微博公益事业发展的建议。