摘要
基于社会认同理论,探究了品牌直播体验对顾客品牌心理所有权的影响,通过线上实验收集298份有效数据,采用结构方程模型和层次回归进行实证分析。结果表明:品牌直播体验对顾客自我概念一致性和顾客品牌心理所有权具有显著影响,且不同维度品牌体验的影响具有差异性,交流临场感在品牌体验对顾客品牌心理所有权的影响路径中具有正向调节作用。
Based on social identity theory,this paper explores the influence of brand live broadcast experience on customer brand psychological ownership.And then,based on 298 valid data collected through online experiment,it makes an empirical analysis by structural equation model and hierarchical regression.Results show that,live brand experience significantly impacts customer self-congruence and customer brand psychological ownership,while the impact of different dimensions of brand experience is variable.In addition,the path of brand experience's impact on customer brand psychological ownership is regulated positively by communication presence.
作者
臧维
崔宇晴
徐磊
ZANG Wei;CUI Yu-qing;XU Lei(College of Economics and Management,Beijing Unwersit-y of Technology,Beijing 100124)
出处
《软科学》
CSSCI
北大核心
2022年第7期136-144,共9页
Soft Science
基金
北京市自然科学基金项目(9174026)。
关键词
直播营销
品牌体验
顾客品牌心理所有权
自我概念一致性
交流临场感
live marketing
brand experience
customer brand psychological ownership
self-congruence
communication presence
