共享价值主张对消费者品牌契合的影响机制

The Impact Mechanism of Shared Value Proposition on Consumer Brand Engagement

随着互联网社会的全面到来,消费者正在成为价值创造者,他们自愿为特定品牌的营销传播作出贡献品牌契合现象越来越普遍,但学术界未能识别出推动消费者品牌契合的核心力量及其逻辑机制。基于社会认同理论,探究共享价值主张影响消费者品牌契合的内在机制,确认共享价值主张在契合营销中驱动消费者品牌契合的基础性作用。以753个互联网原住民为样本的实证研究显示,共享价值主张通过消费者品牌-自我一致性对消费者品牌契合产生正向影响。其中,品牌-自我一致性完全中介了共享价值主张对消费者品牌契合的影响。并且,不同类型的共享价值主张对消费者品牌契合的影响强度不尽相同,从高到低依次为可持续价值、数字化创新和互联网文娱。共享价值主张是驱动消费者品牌契合的根本性力量,消费者自我构念是制约因素,而不同类型的共享价值主张帮助消费者获得社会认同的效应存在差异。企业应关注共享价值主张的提出和管理,加强与消费者等的互动,共建服务生态系统,建立和巩固消费者品牌-自我一致性;重视共享价值主张为核心的整合营销传播,充分发挥共享价值所关联的品牌在帮助消费者建构、巩固、展现个体性自我和社会性自我的作用;基于消费者社会认同的需求与企业资源条件,提供不同共享价值类型的选择。

With the come of the Internet society,consumers are becoming value creator,while it is so popular that they voluntarily contribute to the marketing communication of specific brands. However,the academic community has failed to identify the core force and logical mechanism that can be used to promote consumer brand engagement.Based on the theory of Social Identity,the authors explore the internal mechanism of the impact of shared value proposition on consumer brand engagement,and confirm the fundamental role of shared value proposition in promoting consumer brand engagement in engagement marketing.By sampling 753 Internet natives,the empirical study shows that shared value propositions are positively correlated to brand engagement,which perfectly mediated by brand self-congruity. In addition,different types of shared value propositions affect consumer brand engagement on different levels,with the highest coefficients in sustainable value proposition,followed by digital innovation proposition,and Internet entertainment proposition.This research indicates that shared value proposition is the fundamental power promoting consumer brand engagement and consumer self-construct is the limiting factor.However,different types of shared value proposition have different effects in helping consumers gain social identity. The enterprises should,first,pay attention to the proposition and management of shared value proposition,strengthen the interaction with consumers,jointly build service eco-system,and establish and consolidate brand self-congruity;second,they should pay attention to the integrated marketing communication taking shared value proposition as the core,give full play to the role of shared value related brand in helping consumers to construct,consolidate,and demonstrate both the individual and social self;and third,they should provide different choices in terms of different types of shared value based on consumers’ requirement of social identity and enterprises’ condition of resources.