不同媒体下感知价值对品牌认同影响的实证研究

随着网络信息技术的发展,媒体类型也在不断发展,网络自媒体突破传统媒介传播的局限性,社会影响越来越大。媒体类型是否会影响消费者感知价值与品牌认同的关系?文章对消费者感知价值、品牌认同和品牌忠诚的相关研究进行了回顾后,利用AMOS分析了媒体类型对消费者感知价值与品牌认同关系的调节作用。研究发现:媒体类型对感知价值与品牌认同关系的调节并不显著,个体认同在感知价值与品牌忠诚之间起中介作用,社会认同在功用价值与品牌忠诚、经济价值与品牌忠诚之间起中介作用。因此,企业应根据消费者的媒体消费习惯及自身的实际情况,选择适合自己的媒体进行营销,努力增加消费者的感知价值,提高品牌认同度和忠诚度。

With the development of network information technology, media type is also developing, network media breaks through the limitations of traditional media, and social influence is more and more big. Will the media type affect the relationship be- tween consumer perceived value and brand identity？ This paper reviews the research on consumer perceived value, brand identity and brand loyalty, and then analyzes the moderating effects of media types on the relationship between consumer perceived value and brand identity by using AMOS. The study shows that the regulation of media types between perceived value and brand identity is not significant, and individual identity plays an intermediary role between perceived value and brand loyalty. Social identity plays an intermediary role between function value and brand loyalty, and between economic value and brand loyalty. Therefore, enterprises should accord to the media consumption habits of consumers and their own actual situations, choose the marketing media suitable for their own, make effort to increase the perceived value of con- sumers, and enhance brand identity and brand loyalty.