老字号品牌的人机交互消费体验对购买意愿的影响——基于消费者幸福感视角

The Impact of Human-computer Interaction Consumer Experience of Time-honored Brands on Purchase Intention:Based on the perspective of consumer well-being

消费者幸福感是一个重要的心理状态,在消费过程中,人机交互消费体验对于消费者幸福感具有重要影响。研究发现:老字号品牌的人机交互消费体验显著正向影响购买意愿及幸福感;消费者幸福感对购买意愿有积极影响;消费者幸福感在老字号品牌的人机交互消费体验对购买意愿的影响中发挥积极中介作用;顾客预期负向调节老字号品牌的人机交互消费体验对消费者幸福感的影响。研究结果有助于老字号品牌企业促进顾客融入,增强品牌竞争力。

Consumer well-being is an important psychological state,and the human-computer interaction consumer experience has a significant impact on consumer well-being during the consumption process.Research has found that the human-computer interaction consumer experience of time-honored brands positively influences purchase intention and well-being.Consumer well-being also has a positive impact on purchase intention.Consumer well-being plays a positive mediating role in the impact of the human-computer interaction consumer experience of time-honored brands on purchase intention.Customer expectations negatively moderate the impact of the human-computer interaction consumer experience of time-honored brands on consumer well-being.The research findings contribute to time-honored brand enterprises in promoting customer integration and enhancing brand competitiveness.