基于ECM模型的国内大学生移动社会化电子商务品牌忠诚度的研究

本文以国内在校大学生为研究对象，在ESM-IS模型基础上，结合移动社会化电子商务的特点，提取了用户信任、主页声誉、关系强度、专业性几个测度指标，对其进行了扩展和改进，建立了大学生移动社会化电子商务品牌忠诚度模型，并采用问卷调查的方式收集数据和结构方程模型进行验证。结果表明，国内大学生的满意度和持续使用意愿对品牌忠诚度有着直接正向的作用。

Research on Brand Loyalty to Mobile Social Commerce of Domestic College Students Based on ESM Model

Taking domestic college students as the research object,on the basis of the ESM-IS model,this paper combined the characteristics of mobile social commerce,extracted several measuring indexes,including user's trust,homepage reputation,relationship strength and professionalism,to expand and improve the model,the paper established brand loyalty model of college students to mobile social commerce,and verified by collecting data through questionnaires and structural equation model.The results showed that the satisfaction and continuance usage intention of domestic college students had a directly positive effect on brand loyalty.