以社會認同理論策略預測社群忠誠度行為：社會資本氣氛的跨層級效果

The Social Strategy Identity in Predicting Community Loyalty on Social Networking Sites: The Cross-Level Moderating Effects of Social Capital Atmosphere

本篇文章建立一個以社會認同理論為基礎的預測社群忠誠度多層次模型，並且納入社會資本氣氛作為跨階層調節變數。在理論模型中，社群忠誠度是被社會認同理論的自我類化、情感承諾、和自信所影響，同時被社會資本氣氛所調節。實證資料來自於大中華地區101個工作團體的1,101份問卷，實證結果支持所提出的假設。本研究為第一個提出以社會認同理論預測社群忠誠度的多層次模型調查，並且納入社會資本氣氛的跨層級調節效果。

 

This study examined a multilevel model of community loyalty employing social capital atmosphere of group-level as a moderator based on social identity theory. In the theoretical model, community loyalty is predicted by self-categorization, affective commitment, and self-esteem. Meanwhile, each model path is moderated by social capital atmosphere. Empirical model using a survey from the most well-known social networking site in Greater China included 1,101 different responses from 101 groups. The results confirmed all hypotheses in the study. This study is the first to propose a multilevel model of social identity in predicting community loyalty by the cross-level moderating effect of social capital atmosphere.