摘 要
随着市场竞争日益激烈，品牌忠诚度与消费者口碑传播作为影响企业长期发展的关键因素，其互动关系逐渐成为学术界和实践领域的研究热点。本研究旨在探讨品牌忠诚度与消费者口碑传播之间的动态互动机制，并分析二者如何共同作用以提升企业的市场竞争力。通过构建理论模型并采用问卷调查法收集数据，运用结构方程模型对样本数据进行实证分析，研究发现品牌忠诚度不仅直接影响消费者的口碑传播行为，还通过情感认同和信任感知等中介变量间接发挥作用。此外，研究进一步揭示了社交媒体使用频率在这一互动关系中的调节效应。本研究的创新点在于首次将情感认同引入品牌忠诚度与口碑传播的关系框架中，同时结合社交媒体情境探讨了技术环境对传统营销理论的影响。研究成果为企业制定精准的品牌管理和营销传播策略提供了重要参考，有助于提升消费者的品牌黏性和主动传播意愿，从而实现可持续竞争优势。
关键词：品牌忠诚度；消费者口碑传播；情感认同
Abstract
As market competition becomes increasingly intense, brand loyalty and consumer spreading have emerged as critical factors influencing the long-term development of enterprises, and their interactive relationship has gradually become a research hotspot in both academia and practice. This study aims to explore the dynamic interaction mechanism between brand loyalty and consumer spreading, analyzing how these two factors jointly enhance the market competitiveness of enterprises. By constructing a theoretical model and collecting data through questionnaire surveys, structural equation modeling is employed for empirical analysis of the sample data. The findings reveal that brand loyalty not only directly impacts consumers' spreading behavior but also indirectly influences it through mediating variables such as emotional identification and trust perception. Furthermore, the study uncovers the moderating effect of social media usage frequency on this interactive relationship. A key innovation of this research lies in its introduction of emotional identification into the relational fr amework of brand loyalty and spreading, while simultaneously examining the impact of technological environments on traditional marketing theories within the context of social media. The research outcomes provide significant references for enterprises in formulating precise brand management and marketing communication strategies, contributing to the enhancement of consumer brand stickiness and proactivewillingness, thereby achieving sustainable competitive advantages.
Keywords: Brand Loyalty；Consumer Word-Of-Mouth Communication；Emotional Identification
目 录
引言 1
一、品牌忠诚度的理论基础 1
（一）品牌忠诚度的概念界定 1
（二）品牌忠诚度的影响因素分析 2
（三）品牌忠诚度的测量方法 2
二、消费者口碑传播的核心机制 3
（一）口碑传播的定义与类型 3
（二）口碑传播的动力机制研究 3
（三）口碑传播的效果评估方法 3
三、品牌忠诚度与口碑传播的互动关系 4
（一）互动关系的理论框架构建 4
（二）忠诚度对口碑传播的影响路径 4
（三）口碑传播对品牌忠诚度的反作用机制 5
四、实证研究与案例分析 5
（一）研究设计与数据收集方法 5
（二）实证结果分析与讨论 6
（三）典型案例的互动关系解析 6
结 论 6
致 谢 8
参考文献 9
