부산대학교 도서관

This study elucidates the theory of identity theory and social exchange theory used SOR model to verification dual mediating effect of brand identity and brand trust between of brand experience and brand loyalty, besides, explore network externality negative moderating effect, i.e., the mixed effect of mediating and moderating pattern. This study collected 297 valid samples from 355 Taiwan undergraduate students, in which were tested for non-response bias and common method bias was not considered significant issue. Data analysis was performed with Smart PLS M3 and Process Macro for SPSS21.0 to test the proposed model. The results indicated that: (1) Brand experience has positive influence on brand identity and brand satisfaction. (2) Brand identity has positive influence on brand satisfaction. (3) Brand identity and brand satisfaction have positive influence on attitudinal and behavioral loyalty. (4) The impact of brand identity and brand satisfaction have two mediating effect on positive influence on attitudinal and behavioral loyalty. (5) The network externality moderates the negative relationship between brand identity and attitudinal and behavioral loyalty such that the relationship becomes weaker as network externality increases, i.e., substituting pattern. Finally, theoretical and managerial implications have been suggested along with the direction for future researches.