Recent research has found that social loafing (SL) can severely restrict the development of online brand communities (OBCs). To examine the effects of community support and commitment to SL in OBCs, this paper collected data from 274 members of OBCs and applied the PLS-SEM approach to estimate the conceptual model. The results indicate that (1) Community support positively influences three dimensions of community commitment. (2) Community commitment plays a mediating role between community support and SL, and different commitment paths have different effects on SL: Affective commitment is found negatively to influence SL and normative commitment positively to influence it, but continuance commitment is not found to exert an influence. (3) Membership length only moderates the relationship between normative commitment and SL. This study not only examines the mediating role of community commitment between community support and SL, but also analyzes different effects of the three dimensions of community commitment on SL, thus providing key points of guidance for alleviating SL in OBCs.

最近的研究发现，社交广告（SL）可能严重限制在线品牌社区（OBC）的发展。为了检查社区支持和承诺对OBC的影响，本文收集了274个OBC成员的数据，并应用PLS-SEM方法估计了概念模型。结果表明：（1）社区支持对社区承诺的三个维度产生积极影响。（2）社区承诺在社区支持和SL之间起中介作用，不同的承诺路径对SL产生不同的影响：情感承诺对SL产生负面影响，而规范承诺对SL产生正面影响，而持续性承诺并未对SL产生影响。影响。（3）成员资格长度仅缓和了规范承诺与SL之间的关系。