社会化商业情境下UGC对品牌态度的影响述评  

Review of the Influence of UGC on Brand Attitudes Under Social Business Context

作　　者：王晓宇[1] 郑亚琴[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《郑州航空工业管理学院学报》2014年第3期78-81,共4页Journal of Zhengzhou University of Aeronautics

基　　金：教育部人文社科规划基金资助项目(12YJA630197)

摘　　要：以互动参与及粉丝经济为典型特征的社会化商业时代,传统媒介已不足以支撑企业品牌的构建与发展;社会化平台用户产生内容(UGC)会直接影响品牌的可信度及消费者购买决策。通过对国内外文献的回顾,梳理了UGC对品牌态度的驱动因素,并从正反两方面探索了UGC对品牌态度产生的积极影响与消极效应,旨在为网络零售业在社会化商业模式下的品牌传播提供营销启示与参考。Under social business era, interactive participation and fans economic characteristics become kind of mainstream, traditional media have been insufficient to support the construction and development of brands ; In particular, user - generated content （UGC） from social platforms has been directly affect the brand＇ s credibility and the consumer purchasing decisions. Based on the literature review, it combs the UGC＇ s driving factors of brand attitude and explores the positive impact and negative effect of UGC on brand attitude. It aims at providing inspiration and reference for network retail trade under social business model.

关 键 词：社会化商业 UGC 品牌态度 网络零售业 

分 类 号：F713.36[经济管理—产业经济]