在线平台用户画像对品牌依恋的影响

The effect of User’s Profile of Online Platform on Brand Attachment

大数据的产生给品牌营销及媒介投放带来了新的机遇。以往的研究将用户画像作为辅助企业进行精准营销的工具,但不少企业的实例都说明用户画像本身也可以作为影响消费者心理的营销工具。研究表明,向用户推荐基于其行为轨迹生成的画像报告正向影响了品牌依恋,这一过程受到了积极怀旧与消极怀旧的部分中介作用,且积极怀旧的中介作用要大于消极怀旧的中介作用。同时,当画像报告采用拟人化语言风格时,积极怀旧对品牌依恋的影响显著上升,但拟人化在消极怀旧对品牌依恋的影响中则没有起到调节作用。研究拓展了用户画像的应用范围,对企业利用用户画像开展新型关系营销具有一定的启示作用。

The emergence of big data brings new opportunities to brand marketing and media delivery.Previous studies regard user’s profile as a tool to assist enterprises in precise marketing.However,nowadays,many cases of enterprises show that user’s profile can also be used as a marketing tool to influence consumers’psychology.Three studies shows that profile reports based on their behavioral trajectories recommended to users have a positive impact on brand attachment,and the process is partly mediated by positive nostalgia and negative nostalgia,in which the mediating effect of positive nostalgia is greater than that of negative nostalgia.In addition,when the profiles adopt anthropomorphic style,the effect of positive nostalgia on brand attachment is significantly stronger,but anthropomorphism has no moderating effect in the influence of negative nostalgia on brand attachment.The research expands the application scope of user’s profile,and gives some inspiration to enterprises to make use of user’s profiles for new relationship marketing.