摘要
基于感知互动和类社会互动的双重视角,研究了在线品牌契合的前因和后果。结论表明：感知互动和类社会互动对在线品牌契合的认知、情感、行为维度都具有显著正向影响;在线品牌契合的情感和行为维度对品牌忠诚和网络口碑具有显著正向影响,但认知对品牌忠诚和网络口碑的作用并不明显。
Based on parasocial interaction and perceived interactivity, this paper investigates the antecedents and consequences of online brand engagement. Results show that perceived interactivity and parasocial interaction both have significant positive influences on the cognitive, affective and behavioral dimensions of online brand engagement ; the affeetive and behavioral dimensions of online brand engagement have positive influences on brand loyalty and E-WOM, while the cognitive dimension has no influence on brand loyalty and E-WOM.
作者
刘伟
樊晓婷
LIU Wei;FAN Xiao-ting(School of Economics and Management, Northwest University, Xi＇an 710127)
出处
《软科学》
CSSCI
北大核心
2018年第6期125-128,144,共5页
Soft Science
基金
国家自然科学基金青年项目(71602161)
教育部人文社会科学基金青年项目(14YJC630086)
中国博士后科学基金面上项目(2015M582700)
关键词
在线品牌契合
感知互动
类社会互动
品牌忠诚
网络口碑
online brand engagement
perceived interactivity
parasocial interaction
brand loyalty
E-WOM
