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