品牌跨界产品联合距离对联合产品评价及购买意愿的影响

近年来品牌跨界联合的案例不断推陈出新，在品牌跨界中的联合产品差异较大，这与过去品牌联合追求匹配性存在巨大反差。企业如何提高品牌跨界联合效果成为学术界与实践界的关注热点。文章聚焦品牌跨界情境，探究产品联合距离与概念组合解释策略对联合产品评价及购买意愿的影响机制。实验研究表明，与近距离的产品联合相比，远距离的产品联合会引起更低的联合产品评价和更低的消费者购买意愿；感知风险和感知创新在产品联合距离与消费者对联合产品评价和购买意愿影响中起到中介作用；关系链接和属性映射的解释策略在产品联合距离对联合产品评价与购买意愿的影响关系以及产品联合距离对感知风险与感知创新的影响关系中起到调节作用。

Influence of Product Association Distance on the Evaluation of Joint Product andConsumers' Purchase Intention in the Context of Brand Crossover Alliance

In recent years, new cases of brand crossover alliance continue to appear, and the joint products under the brand crossover alliance are quite different, which is in great contrast with the pursuit of matching of the past brand alliance. How to improve the effect of brand crossover alliance has become the focus of academic and practical circles. This paper explores the influence mechanism of product association distance and concept interpretation strategy on the evaluation of the joint product and purchase intention in the context of brand crossover alliance. Through empirical research, it is found that compared with close product association, remote product association leads to lower evaluation rating of the joint product and lower consumer purchase intention. Perceived risk and innovation play a partial mediating role. And the concept interpretation strategy can moderate the product among product association distance, the evaluation of the joint product and consumers' purchase intention, as well as the relationship among product association distance, perceived risk and perceived innovation.