顾客契合对地位消费的影响——基于网络虚拟徽章积攒行为的分析

Impact of Customer Fit on Status Consumption of Virtual Badge Collecting Behavior

随着娱乐化和互动性在网络营销的深入融合,网络虚拟徽章的研究和应用受到了营销领域的学者以及企业营销人员的重视。基于顾客网络虚拟徽章积攒的消费情境,从类社会互动视角对顾客契合与地位消费之间的关系进行了实证研究。结果表明,网络虚拟徽章积攒行为中的顾客契合对消费者地位消费行为有显著的正向影响,类社会互动在顾客契合与地位消费关系之间起部分中介作用。而自恋人格在顾客契合与地位消费和与类社会互动关系之间均存在负向调节作用。

With the integration of the entertainment and interaction in network marketing,the research and application of network virtual badge has been paid attention by marketing scholars and corporate marketers.Based on the consumption situation accumulated by customers’virtual badges,this paper conducts an empirical study on the relationship between customer fit and status consumption from the perspective of para-social interaction.The results show that the customer fit has a significant positive impact on the status consumption behavior,and the para-social interaction plays a part of intermediary role between customer fit and status consumption.The narcissistic personality has a negative regulating effect between customer fit,status consumption and social interaction.