奢侈品品牌传播中语意形式及群体规范对说服效果影响

The-Influence of Expression Form and Group Norm on Persuasion Effect in Luxury Brand Communication

本文以奢侈品品牌传播中的提示模式、释义模式和诉求模式作为自变量,以说服效果作为因变量,以文化程度作为个体层次调节变量,以群体规范作为群体层次调节变量,构建理论模型。接着通过问卷调查收集相关数据资料,使用多层线性模型对数据进行处理和假设检验,得出如下结论:(1)在奢侈品品牌传播中,单面提示、明示结论和感性诉求能产生较佳的说服效果;(2)文化程度和群体规范在信息单面性程度与说服效果间以及诉求的感性程度与说服效果间存在正负向调节;(3)文化程度在结论明示程度与说服效果间具有正向调节作用,但群体规范在其间的调节作用则不明显。

This article constructs a theoretical model in the luxury brand communication, which uses one-two sided information, explicitness-implicitness conclusion and perceptual-rational appeal as the independent variables, persuasion as the dependent variable, education degree as the first-level moderator, and group norm as the second-level moderator. Data were gathered through a questionnaire survey in Shanghai. The results suggest that （1） one-sided information, explicit conclusion and perceptual appeal have better persuasion effects, （2） education degree and group norm have negative moderating effects between the one-two sided information and persuasion effect, and between perceptual appeal and persuasion effect, （3） education degree has a positive moderating effect between explicit conclusion and persuasion effect, however, group norm has no significant moderating effect between the both.