励志主题品牌故事对购买意愿影响的实证研究  

An Empirical Study on the Impact of Inspirational Brand Story on Purchasing Intention

作　　者：陈香 CHEN Xiang(School of Economics and Management,China University of Geosciences,430074,Wuhan,Hubei,China;School of Management,Huanghuai University,463000,Zhumadian,Henan,China)

机构地区：[1]中国地质大学(武汉)经济管理学院,湖北武汉430074 [2]黄淮学院经济管理学院,河南驻马店463000

出　　处：《特区经济》2020年第10期84-90,共7页Special Zone Economy

摘　　要：品牌故事作为重要营销支持因素近年来在企业传播和管理等方面被应用得越来越广泛,其积极显著地影响着企业品牌绩效。但是梳理以往文献发现关于特定主题的品牌故事对消费者购买意愿影响的研究较少。本研究以Gerbner的涵化理论(CT理论)为理论依据,通过2个实验探讨励志主题品牌故事对消费者品牌购买意愿的影响,并检验个体卷入度的调节作用。研究结果表明:励志主题品牌故事通过希望感知这个中介机制作用影响消费者品牌购买意愿;个体卷入度在励志主题品牌故事和消费者品牌购买意愿之间起调节作用。本研究成果可为丰富品牌管理理论和塑造企业品牌形象实践工作提供指导。As an important marketing support factor, brand stories have been used more and more widely in corporate communication and management in recent years, which positively and significantly affect corporate brand performance. However, combing the previous literature found that there is less research on the influence of brand stories on specific topics on consumer purchase intentions. Based on Gerbner ’s acculturation theory(CT theory), this study explores the influence of inspirational themed brand stories on consumer brand purchase intentions through two experiments, and examines the moderating role of individual involvement. The results show that: inspirational theme brand stories influence consumer brand purchase intentions through the perception of this intermediary mechanism;individual involvement degree plays a moderating role between inspirational theme brand stories and consumer brand purchase intentions. The results of this research can provide guidance for enriching brand management theory and shaping corporate brand image practice.

关 键 词：品牌故事 励志主题 叙事传输 希望感知 个体卷入度 购买意愿 

分 类 号：F713.55[经济管理—市场营销]