行政区划名称变更对消费者品牌情绪的影响——基于在线用户生成内容的质性研究

Qualitative Research on the Impact of Change in Administrative Division Name on Brand Affect:Based on the User generated Content

以“郸县撤县设区引发的公众对郸县豆瓣热议事件”为研究对象,以公众在社会化媒体平台发布的内容作为数据源,共计收集11000多条原始数据,最终有效数据923条,并遵循“开放编码—主轴编码—选择编码”的数据处理程序对这些数据进行质性分析。研究结果表明:在涉及品牌的行政区划变更条件下,消费者对“郸县豆瓣”品牌的情绪反应,可以从行为态度、主观规范和知觉行为控制三个方面得到解释。本文对于维护区域地理标志保护品牌的形象和价值提升具有重要的指导意义。

The present paper explores the public discussion about Pixian Douban spared by the change of the administrative division name of Pixian county.We collected online data from social media platforms.Though initially more than 11 000 comments were collected,the number of usable comments were 923,with which we conducted a qualitative analysis based on the three level coding procedure:open coding,spindle coding and selective coding.Results show that under the condition of change in administrative division name,consumers'brand affect toward Pixian Douban can be explained from three aspects:attitude toward behavior,subjective norm and perceived behavioral control.Our work offers support for maintaining the image of the geographical indication protection brand and increasing its value.