新媒体情境下品牌体验对消费者反应的影响机理研究

管理评论 ›› 2021, Vol. 33 ›› Issue (5): 341-352.

• 物理-事理-人理系统方法论（WSR） • 上一篇

新媒体情境下品牌体验对消费者反应的影响机理研究

许晟¹, 余明阳¹, 薛可², 周光¹

1. 上海交通大学安泰经济与管理学院, 上海 200030;
2. 上海交大-南加州大学文化创意产业学院, 上海 200240

收稿日期:2018-04-25 出版日期:2021-05-28 发布日期:2021-06-03
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:许晟,上海交通大学安泰经济与管理学院博士研究生;薛可,上海交大-南加州大学文化创意产业学院教授,博士生导师,博士;周光,上海交通大学安泰经济与管理学院博士研究生。
基金资助:
国家社会科学基金艺术学重大项目（18ZD22）

Research on the Influence Mechanism between Brand Experience and Consumer Response under New Media Environment

Xu Sheng¹, Yu Mingyang¹, Xue Ke², Zhou Guang¹

1. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030;
2. USC-SJTU Institute of Cultural and Creative Industry, Shanghai 200240

Received:2018-04-25 Online:2021-05-28 Published:2021-06-03

摘要/Abstract

摘要： 有关品牌体验的大多数现有研究主要从企业层面探索品牌体验所产生的影响，从消费者层面进行的探索则相对较少。尤其是在新媒体情境下，从消费者层面对品牌体验的研究存在一定滞后。本研究以消费类电子产品虚拟品牌为研究对象，通过来自22个省份消费者所填写的218份调查问卷，深入探究品牌体验对消费者反应的影响机理，即消费者感知价值和消费者感知效用的中介作用，以及心理距离所产生的调节作用。文章结论揭示了在新媒体情境下，品牌体验对消费者反应产生影响的机理，拓展了解释水平理论研究成果的应用领域，进一步完善了品牌体验领域相关理论，为企业在提升品牌体验和优化消费者反应，提供了积极的管理启示和实践意义。

关键词: 新媒体, 品牌体验, 消费者反应, 消费者感知价值, 消费者感知效用

Abstract: The majority of existing literature focus on the influence of brand experience from enterprise perspective rather than from consumer perspective. To some extent, the studies of brand experience from consumer perspective lags behind, especially under the new media environment. Focusing on the virtual brand of consumer electronics, this paper explores the internal mechanism between brand experience and consumer responses. Based on the surveys conducted by 218 consumers from 22 provinces, municipalities, and autonomous regions, the mediating effects of consumer perceived value and consumer perceived utility as well as moderating effect of psychology distance are analyzed. The results reveal the internal mechanism between brand experience and consumer responses under new media circumstance. This study not only enriches the theoretical applications of construal level theory and brand experience but also provides practical and managerial recommendations on the improvement of brand experience and consumer responses.

Key words: new media, brand experience, consumer response, consumer perceived value, consumer perceived utility

许晟, 余明阳, 薛可, 周光. 新媒体情境下品牌体验对消费者反应的影响机理研究[J]. 管理评论, 2021, 33(5): 341-352.

Xu Sheng, Yu Mingyang, Xue Ke, Zhou Guang. Research on the Influence Mechanism between Brand Experience and Consumer Response under New Media Environment[J]. Management Review, 2021, 33(5): 341-352.

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新媒体情境下品牌体验对消费者反应的影响机理研究

Research on the Influence Mechanism between Brand Experience and Consumer Response under New Media Environment

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