品牌拟人化对消费者价值共创的影响机制研究  

On the Influence Mechanism of Brand Personification on Consumer Value Co-creation

作　　者：杨慧[1] 王舒婷 Yang Hui;Wang Shuting

机构地区：[1]江西财经大学国际学院,江西南昌330013 [2]江西财经大学工商管理学院,江西南昌330013

出　　处：《江西社会科学》2020年第7期201-210,256,共11页Jiangxi Social Sciences

基　　金：江西财经大学研究生创新课题“品牌拟人化沟通对消费者好感的影响研究”。

摘　　要：价值共创理论强调价值应该是由企业和消费者通过共同创造消费者体验而形成,企业和消费者之间的互动是价值共创的重要节点,通过高质量的互动创造独特的消费者体验是企业获取竞争优势的新来源。在实践中,已有一大批品牌进驻到微博,采用拟人化的方式与消费者进行互动,将消费者转化为"粉丝",在社交媒体情境下,用户生成了大量和品牌有关的内容,成为价值共创的新形式。实证分析表明:当消费者处于积极情绪时,品牌微博拟人化比非拟人化更能有效提升消费者价值共创意愿;当消费者处于消极情绪时,微博拟人化对于消费者价值共创意愿没有显著影响。进一步地,消费者互动中介于微博拟人化与消费者情绪的交互作用对消费者价值共创意愿的影响。当消费者处于积极情绪时,品牌微博拟人化比非拟人化更能增加消费者互动意愿,从而更有效地提升消费者价值意愿。The theory of value co-creation emphasizes that value should be formed by the joint creation of consumer experience by enterprises and consumers.The interaction between enterprises and consumers is an important node of value co-creation.Creating unique consumer experience through high-quality interaction is a new source for enterprises to gain competitive advantage.In practice,a lot of brands have entered the microblog,using the method of personification to interact with consumers,turning consumers into"fans".In the context of social media,users generate a lot of brand related content,which has become a new form of value co-creation.The empirical analysis shows that:when consumers are in positive emotions,brand microblog personification can effectively enhance the value of co-creative desire of consumers;however,when consumers are in negative emotions,micro blog personification has no significant impact on consumer value co-creation intention.Furthermore,consumer interaction mediates the interaction between microblog personification and consumer emotion on the consumer value co-creation intention.When consumers are in positive emotions,personification of brand microblog can increase consumers’willingness to interact more effectively than non-personification,so as to enhance consumers’value intention more effectively.

关 键 词：品牌微博拟人化 价值共创意愿 消费者互动 消费者情绪 

分 类 号：F713.50[经济管理—市场营销]