用户体验对网络自媒体品牌认同影响的实证研究  

An Empirical Study on the Influence of User Experience on the Brand Identity of We-Media

作　　者：张亚玲[1] 

机构地区：[1]广西电力职业技术学院

出　　处：《广西经济管理干部学院学报》2017年第4期51-59,共9页Journal of GuangXi Cadres College of Economic and Management

基　　金：2016年度广西高校中青年教师基础能力提升项目"网络自媒体下消费者品牌感知价值与品牌认同的关系研究"(编号:KY2016YB724)

摘　　要：文章利用结构方程模型分析网络自媒体用户的信息体验、娱乐互动体验分别对用户感知价值及自媒体品牌认同的影响,通过Bootstrap方法检验网络自媒体用户的感知价值在用户体验与品牌认同之间的中介效应。研究发现用户体验对在自媒体上获取的感知价值及品牌认同都有显著影响,但感知价值在用户体验和品牌认同之间并没有完全起到中介作用。The network we-media with its unique advantages more and more attention by the enterprise, but is the user experience in the network We-Media as in the traditional media as the impact of the user＇ s brand identity？ Do- mestic and foreign scholars have less research on this subject. Based on the related research of user experience, per- ceived value and brand identity, this paper analyzes the influence of network we-media user＇ s information experience and entertainment interactive experience on user perceived value and media brand identity by using structural equation model, and uses the Bootstrap method to test the mediating effect of perceived value between network we-media user experience and brand identity. It is found that the user experience has a significant impact on perceived value and brand identity obtained from the media, but perceived value does not fully play a mediating role between user experi- ence and brand identity.

关 键 词：用户体验 自媒体 感知价值 品牌认同 

分 类 号：G202[文化科学—传播学]