信息流畅性对消费者品牌延伸评价的影响研究

管理评论 ›› 2020, Vol. 32 ›› Issue (6): 196-205.

信息流畅性对消费者品牌延伸评价的影响研究

单从文¹, 余明阳², 薛可³

1. 中国海洋大学管理学院, 青岛 266100;
2. 上海交通大学安泰经济与管理学院, 上海 200030;
3. 上海交通大学媒体与传播学院, 上海 200240

收稿日期:2017-06-16 发布日期:2020-07-10
通讯作者: 余明阳(通讯作者),上海交通大学安泰经济与管理学院教授,博士生导师,博士
作者简介:单从文,中国海洋大学管理学院博士后;薛可,上海交通大学媒体与传播学院教授,博士生导师,博士。
基金资助:
国家社会科学基金重点项目（15AZD054）；国家社会科学基金面上项目（14BXW046）。

Study on the Impact of Information Fluency on Consumers' Brand Extension Evaluations

Shan Congwen¹, Yu Mingyang², Xue Ke³

1. Management College, Ocean University of China, Qingdao 266100;
2. Antai College of Economic&Management, Shanghai Jiaotong University, Shanghai 200030;
3. School of Media&Communication, Shanghai Jiaotong University, Shanghai 200240

Received:2017-06-16 Published:2020-07-10

摘要/Abstract

摘要： 将信息特性引入消费者品牌延伸评价领域，研究了信息的一种重要特性：信息流畅性对消费者品牌延伸评价的影响。结果表明，对于两种类型的信息流畅性：加工流畅性和提取流畅性，信息流畅性越高，消费者品牌延伸评价越高。消费者对品牌延伸的感知契合度在信息流畅性对品牌延伸评价的效应中起中介作用。同时，品牌概念类型和品牌延伸架构在该影响中起到调节作用：相对于功能型品牌，声望型品牌下信息流畅性对消费者品牌延伸评价无显著影响；相对于直接品牌延伸架构，子品牌延伸架构下信息流畅性对消费者品牌延伸评价影响亦不显著。

关键词: 信息流畅性, 品牌延伸, 感知契合度, 品牌概念类型, 品牌延伸架构

Abstract: Introduce the perspective of information attributes into the area of brand extension evaluations, we study the impact of one of important information attributes:information fluency on consumers' brand extension evaluations. The results of empirical study show that for two kinds of fluency:processing fluency and retrieval fluency, the higher fluency, the better consumers' brand extension evaluations. Consumers' perceived fit of brand extension has the mediation effect. The effects of information fluency on consumers' brand extension evaluations are moderated by brand concept and brand architecture:compared with functional brands, fluency has no significant effect on prestige brand extension evaluations; compared with direct brand, fluency has no significant effect on sub-brand extension evaluations.

Key words: information fluency, brand extension, perceived fit, brand concept, brand architecture

单从文, 余明阳, 薛可. 信息流畅性对消费者品牌延伸评价的影响研究[J]. 管理评论, 2020, 32(6): 196-205.

Shan Congwen, Yu Mingyang, Xue Ke. Study on the Impact of Information Fluency on Consumers' Brand Extension Evaluations[J]. Management Review, 2020, 32(6): 196-205.

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