不同产品类型下虚拟体验营销对品牌忠诚度影响研究——有调节的中介效应模型

Research on Virtual Experiential Marketing Influence on Brand Loyalty under Different Product Types:A Mediation Effect Model

以品牌在网上的虚拟品牌体验活动为主题,研究品牌创新感知在品牌体验与品牌忠诚度间的中介作用,并考察产品类型对品牌创新感知的调节作用。结果发现:(1)品牌创新感知能作为中介解释虚拟品牌体验对品牌忠诚度的影响,并确认品牌体验能有效引起消费者的品牌创新感知;(2)产品类型调节品牌体验中的感官体验、思考体验与行动体验,通过品牌创新感知起到对消费者品牌忠诚的影响;当产品类型为享乐型产品时,感官体验、思考体验与行动体验对品牌创新感知的正向效应更强。

This paper takes the brand's virtual experience activities on the Internet as the research object,studies the impact of brand experience on consumer brand loyalty,and researches the mechanism of per ceived brand innovativeness,as well as brand loyalty through moderate mediation model.Two results are showed.(1)The virtual experiential marketing’s factors positively affect perceived brand innovativeness and brand loyalty;(2)The product types positively moderate the relationship of virtual experiential mar keting’s three factors(sense,feel and relate)with perceived brand innovativeness;Furthermore,com pared to utilitarian products,hedonic products have a significant positively effect on the sensory experi ence,the thinking experience and the action experience.