新媒体传播对本土新奢侈品品牌培育与顾客购买意向影响研究  

A study of new media's impact on cultivating local new luxury brands and directing customers' purchase intention

作　　者：梁磊[1] 赖红波[2,3] 

机构地区：[1]同济大学经济与管理学院,上海200092 [2]复旦大学管理学院,上海200433 [3]华东理工大学艺术设计与传媒学院,上海200237

出　　处：《科研管理》2016年第6期84-91,共8页Science Research Management

基　　金：中国博士后科学基金第八批特别资助"设计制造互联网"三业"融合创新与转型升级机制与政策";中国博士后科学基金项目(第55批;基金编号:2014M551296);2015年上海市人民政府发展研究中心年度研究课题(编号:2015-GR-30)

摘　　要：在转型升级和新媒体传播背景下,本研究提出了本土新奢侈品品牌的概念,构建了基于新媒体传播为调节变量的产品感知、品牌感知、传统广告与消费购买意向的影响模型。同时,针对近400位顾客搜集了333份有效问卷,进行了实证分析。研究结果表明,新媒体传播在本土新奢侈品产品感知、品牌感知、传统广告与消费购买意向中发挥调节效应,即新媒体传播能增强本土奢侈品产品感知和品牌感知和传统广告对购买意向的影响。与传统广告"一闪而过"的形式不一样,新媒体传播更重视消费者参与,从"一过"到行动和积累,逐步让受众感到愉悦和产生口碑,借助线上线下(O2O)互动和媒介融合来发挥新媒体传播的威力,及找到本土新奢侈品品牌培育绝佳的营销途径。该研究发现为新媒体传播背景下本土新奢侈品品牌培育与路径探索提供了理论参考和实践贡献。In the era of media transformation and upgrading and emergence of new media,this paper proposes the concept of local new luxury brand,and constructs the model of product perception,brand awareness,traditional advertising and consumer purchase intention based on new media communication as an adjustment variable. At the same time,333 valid questionnaires were collected from 400 customers and the results show that new media does play a significant role in nurturing brand awareness in local new luxury products and stimulating consumer purchase intention. More specifically,new media communication can enhance local luxury product perception and brand awareness and traditional advertising＇s impact on purchase intention. Different from the ＂transient＂effect of traditional advertising,the new media communication underscores consumer participation. Instead of＂once and for all＂communication of traditional media,new media accumulates impact and energy,generates word of mouth,relies on O2O（ online to offline / offline to online） interaction to reinforce messages,and helps develop an excellent marketing channel for local new luxury brands. The research findings provide a theoretical reference and some practical contribution to the development of local new luxury brands in the context of new media communication.

关 键 词：新奢侈品 新媒体传播 品牌 升级 

分 类 号：F273.2[经济管理—企业管理]