新产品发布:企业生成内容对购买意愿的影响  

New product launching:The effect of firm-generated content on purchase intention

作　　者：张柯丹 方文培 罗彪 万亮[1] ZHANG Kedan;FANG Wenpei;LUO Biao;WAN Liang(School of Management,University of Science and Technology of China,Hefei 230026,China;School of Management,Hefei University of Technology,Hefei 230009,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026 [2]合肥工业大学管理学院,安徽合肥230009

出　　处：《中国科学技术大学学报》2021年第12期912-926,共15页JUSTC

基　　金：supported by Humanities and Social Science Research Project of Ministry of Education of China(20YJC630138);Nature Science Research Project of Anhui province(2008085QG345);Basic Scientific Research Project of Central Universities(WK2040000023);New Liberal Arts Fund of University of Science and Technology of China(YD2040002010).

摘　　要：新产品发布对公司经营至关重要.如今,官方品牌页面凭借运营成本低、可控性高等优势成为企业发布新产品的主要渠道之一,企业生成内容(FGC)作为企业向消费者传递的潜在产品质量和产品品牌信号,已成为企业发布新产品的关键信息.因此,本研究以企业发布新产品为研究情景,探究FGC的有效性对用户购买意愿的影响.通过对新浪微博423名品牌粉丝进行实验研究,并利用结构方程模型对概念框架进行实证检验.研究结果表明,情感诉求类内容对购买意愿具有直接正向影响,信息性和情感诉求是感知质量和品牌态度的重要预测指标,并进一步影响购买意愿.此外,感知质量对品牌态度有积极正向影响,即感知质量和品牌态度顺序中介了FGC有效性对购买意愿的影响路径.基于研究结果,公司在发布新产品时不仅应充当信息提供者,而且还应充当情感提供者.The launching of new products is important for the success of a firm.Nowadays,official brand pages have become one of the main channels to launch new products because of the low cost and high controllability.Firm-generated content(FGC)is a potential signal of product quality and product brand,which gradually turns into the key information for companies to launch new products.In case of the market launch of new products,this study investigates the effect of FGC effectiveness on purchase intention.The online experiment was conducted and data were collected from 423 brand followers on Sina Weibo.The structural equation modeling was used to empirically test the proposed conceptual framework.Findings of the direct effects of the research show that emotional appeal positively affects purchase intention.Informativeness and emotional appeal are the important predictors of the perceived quality and brand attitude,and further influence purchase intention.This study also demonstrates that the perceived quality has a positive impact on the brand attitude,showing that the perceived quality and brand attitude sequentially mediate the effects of FGC effectiveness on purchase intention.The results implicate that a firm should not only serve as an information provider but also serve more as an emotional provider.

关 键 词：新产品发布 企业生成内容 感知质量 品牌态度 购买意愿 

分 类 号：F713.5[经济管理—市场营销]