消费者社交媒体品牌依恋的形成机制研究——基于微信用户的实证分析

Research on the Formation Mechanism of Consumer Social Media Brand Attachment——Empirical Analysis Based on WeChat Users

作为基于用户关系的内容生产与交换平台,社交媒体已成为互联网及大数据时代人们分享经验和交流观点的重要工具,并日益爆发出巨大能量。将消费者品牌依恋研究从实体产品拓展到社交媒体领域,基于“认知—情感—行动”逻辑构建了消费者社交媒体品牌依恋研究模型。通过对微信使用者的大样本问卷调查,提出并验证了消费者社交媒体品牌依恋的驱动因素,包括品牌体验、顾客感知价值、自我一致性和自我表达,发现品牌依恋是各驱动因素与品牌忠诚之间的完全中介变量,各驱动因素通过品牌依恋对品牌忠诚产生显著的正向影响,从而凸显了品牌依恋在预知消费者社交媒体品牌忠诚及持续使用中的关键性作用。

As a platform for content production and exchange based on user relationship,social media has become an important tool for people to share experiences and exchange views in the era of Internet and big data,and increasingly burst dazzling energy.This paper extends the research of consumer brand attachment from physical products to the field of social media,and constructs a research model of consumer social media brand attachment based on the logic of“cognition-emotion-action”.Through a large sample questionnaire survey of We Chat users,this paper proposes and verifies the driving factors of consumer social media brand attachment,including brand experience,customer perceived value,self-congruity and self-expression.It is found that brand attachment is a complete intermediary variable between each driving factor and brand loyalty,and each driving factor has a significant positive impact on brand loyalty through brand attachment.Thus,it highlights the key role of brand attachment in predicting consumers’brand loyalty and sustainable use of social media.