移动互联网环境下品牌信息内容呈现对消费者参与影响的理论模型研究

Research on Theoretical Model of Effect of Brand Information Content Display on Consumer Participation in the Mobile Internet Context

[目的/意义]针对移动互联网环境下网络信息平台消费者参与质量问题,建立品牌信息内容呈现影响消费者参与的理论模型,详细探讨其影响机理,为网络信息平台持续发展提供参考。[方法/过程]借鉴环境心理学的S-O-R模型研究范式,引入品牌认知和品牌情感两种消费者内在状态作为影响中介,分析移动互联网背景下品牌信息内容呈现对品牌认知、品牌情感以及消费者参与的影响模型和作用机理。[结果/结论]初步构建不同种类品牌信息内容呈现影响消费者参与的理论模型,深入剖析相应影响机理,为品牌信息内容呈现管理实践和理论研究提供借鉴。

[ Purpose/significance] The paper constructs the theoretical model of brand information content display and consumer participation, and discusses in details the relationship between them, aiming at the problem of consumer participation quality in network information platform of mobile internet, and providing reference for the sustainable development of network information platform. [ Method/process ] The paper introducts the consumer internal state, brand cognition and emotion, as the mediation variables, analyzes the effect of brand information content display on consumer participation, and bulids the theoretical model, processing from environmental psychology S-O-R model paradigm. [ Result/conclusion ] The paper constructs the theoretical model of brand information content display and consumer participation, and discusses the relationship between them in details, in order to provide reference for the management practice and theoretical research of brand information content.