新媒体环境下消费者互动、品牌情感与购买行为——基于互动仪式链理论的分析

Consumers Interaction,Brand Appeal and Purchase Behavior under the Milieu of New Media: An Analysis based on Interaction Ritual Chains

基于互动仪式链理论,本文利用结构方程模型的方法,从新媒体环境品牌营销的视角考察消费者互动、消费者品牌情感与购买行为之间的关系。结果显示,消费者互动参与水平、消费者互动贡献水平对消费者的购买行为存在正向影响,质量越高的互动将导致更多的购买行为。进一步的,本文验证了消费者互动通过消费者品牌情感来影响购买行为,即品牌情感在消费者互动与购买行为之间起到中介作用;消费者互动将刺激品牌情感的产生,随着互动的不断进行,品牌情感将分阶段表现出品牌满意、品牌认同及品牌幸福感。这三种情感在不同程度上影响购买行为,其中品牌认同对于购买行为的促进作用最大。

Based on the theory of interaction ritual chains,and from the perspective of brand marketing under the milieu of new media,the paper applies SEM（ structural equation model） to examine the relationship among consumers interaction,brand appeal and buying behavior. According to our research and survey,both consumers interaction participation and consumers interaction contribution exert positive effect upon consumers buying behavior,and indeed,interaction of higher quality would promote more buying behavior. Furthermore,this paper examines how consumers interaction affects buying behavior by means of brand appeal,i. e. brand appeal plays an intermediary role between consumers interaction and buying behavior; consumers interaction shall trigger brand appeal. As consumers interaction is kept rolling or intensified,brand appeal is phased as follows： brand satisfaction,brand identification and brand happiness. These three feelings afore-mentioned influence buying behavior to different degrees and brand identification reigns supreme as regards promotion to buying behavior.