短视频APP品牌体验与品牌共鸣影响用户忠诚的实证研究

An Empirical Study on the Influence of Brand Experience and Brand Resonance on Customer Loyalty With Respect To Short Clips APP

短视频APP品牌体验可划分为四个维度:感官体验、情感体验、行为体验和智力体验,并构建了"短视频APP品牌体验-品牌共鸣-用户忠诚"的概念模型。研究发现,短视频APP品牌体验对用户忠诚和品牌共鸣都有着正向影响的作用,品牌共鸣在感官体验对用户忠诚的影响中起到部分中介的作用;品牌共鸣在情感体验对用户忠诚的影响中存在完全中介的作用;品牌共鸣在行为体验对用户忠诚的影响中起到部分中介的作用;品牌共鸣在智力体验对用户忠诚的影响中具有完全中介的作用。

The short clip APP can be divided into four perspectives: sensory experience, emotional experience, behavioral experience, and intellectual experience, coupled with the establishment of the conceptual model of "brand experience---brand resonance---customer loyalty with respect to short clip APP". The study has shown that all of the brand experience with respect to short clip APP have a positive influence on customer loyalty as well as brand resonance. In addition, brand resonance plays an in part intermediary role in the impact of sensory experience on customer loyalty. Brand resonance plays a fully intermediary role in the impact of emotional experience on customer loyalty. Brand resonance plays an in part intermediary role in the impact of behavioral experience on customer loyalty. Brand resonance plays a fully intermediary role in the impact of intellectual experience on customer loyalty.