接收、共鸣与分享:网络口碑推动网红餐饮粉丝效应的过程机理

Accept,Resonate and Share:The Process Mechanism of EWOM Promoting the Fan Effect of Internet Celebrity Restaurant

"网红经济"是一种极具中国特色且发展迅速的新兴经济形态和营销现象,滋生出庞大的网红餐饮市场,然而多数网红餐厅被诟病为"昙花一现",其可持续发展问题亟待解决。本文基于传播学视角,在德弗勒互动过程模式基础上,构建了网红餐饮粉丝效应形成路径。通过问卷调查搜集了619份有效样本,利用结构方程模型和模糊集定性比较分析方法,检验了假设模型及探讨因果组合配置。研究发现:(1)网红餐饮粉丝效应的形成经历"接收—共鸣—分享"三个阶段,分别出现于消费者体验前、体验中及体验后不同阶段;(2)体验前网络口碑接收是消费者体验后网络口碑传播的先导外部因素,体现了网络口碑由接收到分享的循环扩散逻辑;(3)体验过程中的感知创新、吸引力和体验价值是重要的共鸣因子,发挥着网络口碑接收与传播转换的关键中介作用,而体验次数越高越有利于粉丝效应的形成;(4)品牌曝光度正向调节网络口碑接收对消费者感知创新的强化作用,而对网络口碑接收与吸引力的关系起倒U型调节作用。本文研究揭示和完善了网红餐饮粉丝效应形成的理论框架和体系,以全新视角厘清了消费者接收到分享的关键路径,为如何培育和维系网红餐饮粉丝效应、避免品牌衰落及可持续发展提供管理启示和理论指导。

“Internet celebrity economy”is an emerging economic form and marketing phenomenon with Chinese characteristics and rapid development,which breeds a huge Internet celebrity catering market.However,most Internet celebrity restaurants have been regarded as a flash in the pan.It is urgent to address the issue of sustainable development.From the information transmission perspective,this study constructs the formation path of Internet celebrity restaurant fan effect based on Defleur’s interactive process model.Further,619 effective samples were collected through questionnaire surveys,and the structural equation model(SEM)and fuzzy set qualitative comparative analysis(fsQCA)are used to examine the theoretical model and explore the causal configuration strategy.The results show that the formation of the Internet celebrity restaurant fan effect represents 3 stages,including acceptance,resonance and sharing.It appears at different stages before,during and after the consumer experience.Second,acceptance of electronic word-of-mouth(AEWOM)before consumer experience is the leading exter­nal factor of electronic word-of-mouth(EWOM)after experience,reflecting the circular diffusion logic of EWOM from receiving to sharing.Third,perceived innovation,attractiveness and experience value in the experience process are significant resonance factors,which play the critical roles in the transformation between AEWOM and EWOM.Moreover,the higher the number of experiences,the more favorable the formation of fan effect.Finally,brand exposure positively moderates the relationship between AEWOM and per­ceived innovation,and it shows an inverted U-shaped moderating effect on the relationship between AEWOM and attractiveness.Our research reveals and improves the theoretical framework and system of Internet celebrity restaurant fan effect.It also clarifies the critical path for consumers from receiving to sharing from a new perspective.Importantly,the research findings provide managerial implication and theoretical guidance on how to maintain the fan ef­fect,avoid brand decline and improve the sustainable development of Internet celebrity restaurant.