| 不同产品类型下虚拟体验营销对品牌忠诚度影响研究
——有调节的中介效应模型 |
| |
| 引用本文： | 萧伊庭,余明阳.不同产品类型下虚拟体验营销对品牌忠诚度影响研究
——有调节的中介效应模型[J].上海管理科学,2020,42(2):20-30. |
| |
| 作者姓名： | 萧伊庭 余明阳 |
| |
| 作者单位： | 上海交通大学 安泰经济与管理学院,上海 200051;上海交通大学 安泰经济与管理学院,上海 200051 |
| |
| 基金项目： | 国家社会科学基金重点项目“互联网群体传播的管控方案与社会引导对策研究”(15AZD054)的阶段性成果;国家留学基金委资助项目(201506630047)。 |
| |
| 摘 要： | 以品牌在网上的虚拟品牌体验活动为主题,研究品牌创新感知在品牌体验与品牌忠诚度间的中介作用,并考察产品类型对品牌创新感知的调节作用。结果发现:(1)品牌创新感知能作为中介解释虚拟品牌体验对品牌忠诚度的影响,并确认品牌体验能有效引起消费者的品牌创新感知;(2)产品类型调节品牌体验中的感官体验、思考体验与行动体验,通过品牌创新感知起到对消费者品牌忠诚的影响;当产品类型为享乐型产品时,感官体验、思考体验与行动体验对品牌创新感知的正向效应更强。
|
| 关 键 词： | 品牌体验 品牌创新感知 产品类型 品牌忠诚度 虚拟体验 |
Research on Virtual Experiential Marketing Influence on Brand Loyalty under Different Product Types:A Mediation Effect Model |
| |
| XIAO Yiting,YU Mingyang.Research on Virtual Experiential Marketing Influence on Brand Loyalty under Different Product Types:A Mediation Effect Model[J].Shanghai Managent Science,2020,42(2):20-30. |
| |
| Authors: | XIAO Yiting YU Mingyang |
| |
| Institution: | (Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai 200051,Cliina) |
| |
| Abstract: | This paper takes the brand's virtual experience activities on the Internet as the research object,studies the impact of brand experience on consumer brand loyalty,and researches the mechanism of per ceived brand innovativeness,as well as brand loyalty through moderate mediation model.Two results are showed.(1)The virtual experiential marketing’s factors positively affect perceived brand innovativeness and brand loyalty;(2)The product types positively moderate the relationship of virtual experiential mar keting’s three factors(sense,feel and relate)with perceived brand innovativeness;Furthermore,com pared to utilitarian products,hedonic products have a significant positively effect on the sensory experi ence,the thinking experience and the action experience. |
| |
| Keywords: | perceived brand innovativeness brand experience product types brand loyalty virtual experience |
| 本文献已被 维普 万方数据 等数据库收录！ |
