网红代言人温暖特质对品牌幸福感的影响

The Influence of Internet Celebrity Endorsers'Warmth on Brand Well-Being

基于模仿理论和动机改变理论,深入探究网红代言人温暖特质对品牌幸福感的影响机制及作用边界。三个实验的结果表明:网红代言人温暖特质显著正向影响品牌幸福感;共情、顾客公民行为分别起到中介作用,且二者共同起到链式中介作用;社会距离负向调节了网红代言人温暖特质对共情的正向影响和共情的中介作用,以及共情与顾客公民行为的链式中介作用。

Based on the meaning transfer model,imitation theory,and motivational change theory,this study deeply explores the influ-ence mechanism and boundary of internet celebrity warmth on brand well-being.The results of three experiments show that internet ce-lebrity endorsers'warmth has a significant positive impact on brand well-being;empathy and customer citizenship behavior play a me-diating role in the positive impact of internet celebrity endorsers'warmth on brand well-being;empathy,customer citizenship behaviors play a chain mediating role together;social distance negatively moderates the influence of internet celebrity endorsers'warmth on empa-thy and the mediating role of empathy,as well as the chain mediating role of empathy and customer citizenship behavior.The conclu-sions of this study not only have important theoretical significance for deepening and improving the research on influencer endorsement,brand happiness,empathy,and customer citizenship behavior but also have important implications for enterprises to choose influencer spokespersons to help improve consumers'brand happiness.