消费者感知视角的网络发言人特质对品牌关系投资意愿影响机制研究  

The Impact of Network Spokesperson Characteristics on Consumer Brand Relationship Investment from the Consumer Perceived Perspective

作　　者：范晓明 王晓玉 杨祎 Fan Xiaoming;Wang Xiaoyu;Yang Yi(College of Business,Shanghai University of Finance and Economic;Antai College of Economics and Management,Shanghai Jiao Tong University)

机构地区：[1]上海财经大学商学院 [2]上海交通大学安泰经济与管理学院

出　　处：《南开管理评论》2018年第5期64-72,共9页Nankai Business Review

基　　金：国家自然科学基金项目(71272014);国家留学基金资助项目(201806480022);上海财经大学研究生创新基金资助项目(CXJJ-2017-360)资助

摘　　要：本研究将发言人特质与消费者品牌关系投资意愿相联系,目的在于分析前者对品牌声誉和品牌关系投资意愿的作用机理。研究采用结构方程模型方法对假设进行验证,以消费者感知为视角,检验了温暖感知、能力感知和权威感知特质对品牌声誉及品牌关系投资意愿的影响。研究发现,温暖感知和能力感知正向影响品牌声誉及品牌关系投资意愿,权威感知正向影响品牌关系投资意愿,品牌声誉正向影响品牌关系投资意愿;研究还发现,品牌声誉在三个感知特质对品牌关系投资意愿的影响中起中介作用,温暖感知与权威感知对品牌声誉及品牌关系投资意愿的交互作用显著,能力感知与权威感知对品牌声誉及品牌关系投资意愿的交互作用显著。研究结论对丰富发言人效应内涵及其对品牌关系的影响机制较有意义,且为企业的品牌社会化营销提供一定指导。This study combines the spokesperson＇s traits with the willingness of consumers to invest in brand relationship, aiming to explore the mechanism of spokesperson traits in influencing the brand reputation and the consumer brand relationship investment willingness. From the perspective of consumer perception, we introduce three perceptive characteristics which are warm perception, ability perception and authority perception, and examine the impacts of these perceptive characteristics on the brand reputation and the brand relationship investment willingness. By using the structural equation modeling method, we verify the hypotheses. We find that（1） warm perception and ability perception could positively affect the brand reputation and the brand relationship investment willingness;（2） authority perception could positively affect the brand relationship investment willingness;（3） brand reputation has a positive impact on the brand relationship investment willingness. Further, this study also finds that（4） brand reputation has a mediating role in the influence of the three perceived traits on the willingness of investing in brand relationship;（5） warm perception and authority perception have significant interaction effects on the brand reputation and the willingness of brand relationship investment, and ability perception and authority perception also have significant interaction effects on the brand reputation and the willingness of brand relationship investment. In conclusion, this study enriches the connotation of spokesperson by exploring three perceptive characteristics from the perspective of consumers, and advances the understanding for the mechanisms of influencing the brand reputation and the brand relationship investment willingness, providing theoretical support for research in this field. At the same time, this study is significant for providing certain guidance for firms in brand social marketing. This study finds the positive brand image and reputation created by firms through network

关 键 词：网络关系 发言人 品牌声誉 品牌关系 消费者感知 

分 类 号：F273.2[经济管理—企业管理] F713.55[经济管理—国民经济]