消费者产品知识和信息推荐代理对品牌忠诚度的影响研究

Research on the Influence of Consumer Knowledge and Information Recommendation Agent on Brand Loyalty

互联网的发展为消费决策提供了大量的信息内容和便捷的信息搜寻方式,一方面促使消费者形成丰富的产品知识,另一方面催生了帮助消费者在冗杂的产品信息中进行决策的信息推荐代理。本文探讨了消费者自身产品知识和外部信息推荐代理对品牌忠诚度的影响。选择母婴产品市场作为研究对象,通过对1831位婴幼儿母亲的调查,本研究发现消费者知识和产品感知风险大小对品牌忠诚度存在交互影响,对于低感知风险的产品,消费者知识正向影响品牌忠诚度,对于高感知风险的产品,消费者知识对品牌忠诚度的影响呈U形,同时信息搜寻倾向中介了消费者知识和品牌忠诚度之间的关系。信息推荐代理的情感信任价值正向影响品牌忠诚度且受到产品感知风险大小的调节作用,而信息推荐代理的功能价值对品牌忠诚度不存在影响。

Tbe development of Internet provides consumer with rich information and convenient searching ways. On the one hand, it promotes consumer acquiring plentiful product knowledge; on the other hand, it ereatesthe information recommendationagent whichassists consumer making decision in the context of miscellaneous internet information. We thus explored the effects of consumer knowledge and information recommendation agent on the brand loyalty. We surveyed 1831 infants＇ motherbased on maternal and infantsmarkets. The results showed consumer knowledge and product risk perception played significant interaction effect on brand loyalty, such that there was a U shape relationship between consumer knowledge and brand loyalty for high-risk product while positive correlates between consumer knowledge and brand loyalty for low-risk product, and the information searching intent mediated the relationship between consumer knowledge and brand loyalty. Besides, it showed the emotional trust value of information recommendation agent has a significant effect on brand loyalty and that was moderated by product risk, but the functional value of information recommendation agent did not show significant effect on brand loyalty.