快闪店体验对消费者网络口碑传播意愿的影响研究  

Study on the Impact of Pop-up Store Experience on Consumers’Intention to Transmit Online Word-of-mouth

作　　者：盛光华[1] 戴佳彤 欧一霖 SHENG Guang-hua;DAI Jia-tong;OU Yi-lin(School of Business and Management,Jilin University,Changchun 130012,China)

机构地区：[1]吉林大学商学与管理学院,吉林长春130012

出　　处：《统计与信息论坛》2022年第8期106-115,共10页Journal of Statistics and Information

基　　金：国家社会科学基金重大项目“推进居民绿色消费升级的监管体系研究”(19ZDA107);吉林省社会科学基金重点项目“乡村振兴背景下绿色生产与消费法律政策研究”(2021A23)。

摘　　要：在互联网和数字经济时代,品牌广泛应用线上线下相结合的运营模式,如何通过线下体验增加线上口碑对品牌来说尤为重要。在快闪店这一以品牌互动为主导的线下营销情境下,探讨消费者在快闪店的感官体验、情感体验、知识体验、行为体验和关联体验如何影响网络口碑传播意愿,并进一步基于S-O-R理论和认知情感人格系统理论提出消费者品牌个性感知和情感融入的中介作用,构建快闪店体验影响网络口碑传播意愿的链式双中介模型。基于437份有效问卷数据,通过结构方程模型、Bootstrap随机抽样等方法进行实证检验,结果表明:(1)快闪店体验对消费者网络口碑传播意愿发挥正向直接效应;(2)品牌个性感知和消费者情感融入中介快闪店体验对网络口碑传播意愿的正向影响,且二者发挥链式中介作用。研究结论是对线下体验和网络口碑传播相关研究的有益补充,品牌在营销实践中可据此更多考虑线上线下相结合的营销策略,通过线下的快闪店活动增加线上的口碑传播;此外,品牌开展快闪店活动时应重视并采用适当策略提高消费者体验,在快闪店的设计中注重品牌个性的传递和表达,同时关注消费者相应的情感反应。With the rapid development of the Internet,a considerable number of brands take into account shifting their marketing focus from offline physical stores to online sales platforms,and gradually adopt the O2O(Offline to Online)marketing model of“Offline experience,Online sales”.The booming development of online platforms and online social media makes it more convenient for consumers to exchange brand information.Consequently,brands’online word-of-mouth has also become a crucial factor affecting consumers’attitudes and purchasing decisions.Accordingly,how to give consumers a good brand experience through offline marketing activities,and then promote the spread of online word-of-mouth has become the essential means for brands to gain competitive advantages,build brand image and expand economic benefits in the era of Internet and digital economy.Consumer experience is one of the important constructs in the field of marketing,which can positively influence consumers’attitude and behavior decisions.At the same time,the role and application of experience in different marketing situations are also different.The pop-up store,an offline marketing activity dominated by brand interaction,is employed,as the research context to explore how consumers’sensory,emotional,intellectual,behavioral and relational experiences in pop-up stores affect their intention to transmit word-of-mouth online.Based on the S-O-R Theory and the Cognitive-Affective Personality System Theory,further proposing the mediating roles of brand personality perception and consumer affective engagement,constructing a serial mediation model of pop-up store experience positively influencing consumers’intention to transmit online word-of-mouth.Empirical testing is conducted through Confirmatory Factor Analysis,Structural Equation Model,and Bootstrap random sampling on the basis of 437 valid data.The results show that:(1)Consumer pop-up store experience is composed of five dimensions,namely sensory experience,emotional experience,intellectual experien

关 键 词：快闪店 线下体验 网络口碑传播 品牌个性感知 消费者情感融入 

分 类 号：F224.0[经济管理—国民经济] F724.6