情感微电影营销背景下商品购买意愿的影响因素研究  

Research on Influencing Factors of Commodity Purchase Will under the Background of Emotional Micro-film Marketing

作　　者：耿紫珍 郝梦姣 GENG Zizhen;HAO Mengjiao(Research Center for Humanities and Social Sciences,Xi’an International Studies University,Xi’an 710128,China;Business School,Xi’an International Studies University,Xi’an 710128,China)

机构地区：[1]西安外国语大学人文社会科学研究中心,西安710128 [2]西安外国语大学商学院,西安710128

出　　处：《长春大学学报》2020年第9期1-5,共5页Journal of Changchun University

基　　金：国家自然科学基金青年项目(71402138);陕西省科技厅项目(2019KJXX-056);西安外国语大学校级项目(SYJS201810)。

摘　　要：情感微电影营销是当下内容营销的重要手段。基于自我促进理论,对情感微电影营销背景下商品购买意愿的影响因素进行了研究。通过调查问卷对453位熟悉情感微电影的消费者进行实证分析得出:现实-理想自我差异会提升情感微电影商品购买意愿;情感价值需求在现实-理想自我差异影响情感微电影商品购买意愿过程中起到部分中介的作用。此外,消费者营销刻板印象会负向调节现实-理想自我差异影响情感微电影商品购买意愿。Emotional micro-movie marketing is an important method of content marketing.Based on the theory of self-promotion,this paper discusses the influencing factors of commodity purchase intention under the background of emotional micro-film marketing.Through the empirical analysis of questionnaire data from 453 consumers who are familiar with emotional micro-film products,we get results as follows:the actual-ideal self-discrepancy can enhance the purchase intention of emotional micro-movie products;emotional value needs play a role as an intermediary in the process of reality-ideal self-discrepancy affecting the purchase intention of emotional micro-film products.In addition,the stereotypes of consumer marketing negatively regulate the affects of reality-ideal self-discrepancy on emotional micro-film purchase intention.

关 键 词：情感营销 现实-理想自我差异 购买意愿 实证研究 

分 类 号：F274[经济管理—企业管理]