摘 要
随着社交媒体的普及，其对品牌忠诚度的影响已成为营销领域的重要研究议题。本研究旨在探讨社交媒体互动如何通过情感连接和信任机制影响消费者的忠诚行为，并进一步揭示这一关系在不同性别群体中的异质性特征。研究采用问卷调查法收集数据，基于结构方程模型分析了387份有效样本。结果表明，社交媒体互动显著提升了消费者的情感连接与信任水平，进而正向影响品牌忠诚度；此外，性别在信任与忠诚度的关系中表现出调节效应，女性群体的信任对忠诚度的促进作用更为明显。本研究创新性地将情感连接与信任纳入统一框架，为理解社交媒体的品牌效应提供了理论支持，同时为企业制定精准化营销策略提供了实证依据。该研究不仅深化了学术界对社交媒体营销机制的认识，也为实践者优化用户互动模式提供了重要参考。
关键词：社交媒体互动；品牌忠诚度；情感连接
Abstract
With the widespread adoption of social media, its impact on brand loyalty has become a significant research topic in marketing. This study investigates how social media interactions influence consumer loyalty behavior through the mechanisms of emotional connection and trust, further examining the heterogeneity of this relationship across different gender groups. Data were collected using a questionnaire survey, and a structural equation model was employed to analyze 387 valid samples. The findings indicate that social media interactions significantly enhance consumers' emotional connection and trust, which in turn positively affect brand loyalty. Additionally, gender moderates the relationship between trust and loyalty, with trust exhibiting a stronger promoting effect on loyalty among female consumers. Innovatively integrating emotional connection and trust into a unified fr amework, this study provides theoretical support for understanding the brand effects of social media and offers empirical evidence for businesses to develop targeted marketing strategies. The research not only enriches academic insights into the mechanisms of social media marketing but also provides critical references for practitioners to optimize user interaction models.
Keywords: Social Media Interaction；Brand Loyalty；Emotional Connection
目 录
一、绪论 1
（一）社交媒体与品牌忠诚度研究背景 1
（二）国内外研究现状分析 1
二、社交媒体对品牌忠诚度的理论基础 1
（一）品牌忠诚度的概念与测量 2
（二）社交媒体的功能与作用机制 2
（三）理论框架构建与假设提出 3
三、社交媒体影响品牌忠诚度的关键因素分析 3
（一）用户参与对品牌忠诚度的影响 3
（二）社交互动与情感联结的作用 4
（三）信息质量与信任的关系 4
四、实证研究设计与数据分析 5
（一）研究样本与数据收集方法 5
（二）数据分析方法与模型构建 5
（三）结果分析与假设验证 6
结 论 6
致 谢 8
参考文献 9
