品牌拟人化促进消费者价值共创意愿的机制研究

The Moderating Effect of Brand Value Consistency on Consumer Value Co-Creation Intention

从品牌价值观一致性的视角探讨了品牌拟人化对促进消费者价值共创意愿的作用机制。实证分析表明:当消费者的价值观与他所感知的品牌价值观一致时,品牌拟人化比非拟人化更能有效促进消费者价值共创意愿;但当两者不一致时,品牌拟人化与否对促进消费者价值共创意愿没有显著差异。进一步地,消费者品牌融入中介于品牌拟人化与品牌价值观一致性的交互作用对消费者价值共创意愿的影响。当消费者与品牌的价值观一致时,品牌拟人化比非拟人化更能提升消费者的品牌融入水平,从而更有效促进消费者价值共创意愿。

This paper discusses the mechanism of how brand anthropomorphism promotes the willingness of consumer value co-creation. It is found that only when consumers＇ perceived values are consistent with brand values, brand anthropomorphism is more effective in promoting the willingness of consumer value co-creation than non-anthropomorphism. Conversely, there is no significant differ- ence between brand anthropomorphism and non- anthropomorphism. Furthermore, consumer brand engagement mediates such interactive effect on value co-creation. That is to say, when consumer brand values are consistent, brand anthropomorphism can promote consumer brand engagement more than non-anthropomorphism, thus promotes consumer value co-creation intention more effective.