新媒体情境下品牌体验对消费者反应的影响机理研究

Research on the Influence Mechanism between Brand Experience and Consumer Response under New Media Environment

有关品牌体验的大多数现有研究主要从企业层面探索品牌体验所产生的影响,从消费者层面进行的探索则相对较少。尤其是在新媒体情境下,从消费者层面对品牌体验的研究存在一定滞后。本研究以消费类电子产品虚拟品牌为研究对象,通过来自22个省份消费者所填写的218份调查问卷,深入探究品牌体验对消费者反应的影响机理,即消费者感知价值和消费者感知效用的中介作用,以及心理距离所产生的调节作用。文章结论揭示了在新媒体情境下,品牌体验对消费者反应产生影响的机理,拓展了解释水平理论研究成果的应用领域,进一步完善了品牌体验领域相关理论,为企业在提升品牌体验和优化消费者反应,提供了积极的管理启示和实践意义。

The majority of existing literature focus on the influence of brand experience from enterprise perspective rather than from consumer perspective. To some extent,the studies of brand experience from consumer perspective lags behind,especially under the new media environment. Focusing on the virtual brand of consumer electronics,this paper explores the internal mechanism between brand experience and consumer responses. Based on the surveys conducted by 218 consumers from 22 provinces,municipalities,and autonomous regions,the mediating effects of consumer perceived value and consumer perceived utility as well as moderating effect of psychology distance are analyzed. The results reveal the internal mechanism between brand experience and consumer responses under new media circumstance. This study not only enriches the theoretical applications of construal level theory and brand experience but also provides practical and managerial recommendations on the improvement of brand experience and consumer responses.