准社会互动视角下微博评论回复对品牌忠诚的影响  

The Influence of Microblogging Comment Response on Brand Loyalty from the Perspective of Parasocial Interaction

作　　者：徐孟钰 李启庚[1] XU Mengyu;LI Qigeng(School of Economics and Management,Taiyuan University of Technology,Taiyuan 030024,China)

机构地区：[1]太原理工大学经济管理学院,山西太原030024

出　　处：《技术与创新管理》2023年第4期477-485,共9页Technology and Innovation Management

基　　金：山西高新技术企业创新环境研究(RD2100000767);山西省哲学社会科学规划课题(2022YY028)。

摘　　要：作为品牌官微对消费者评论内容的反馈,微博评论回复对消费者的品牌忠诚至关重要。文章以准社会互动理论为基础,分析微博评论回复对品牌忠诚的影响机制;并将评论回复分类,研究不同回复类型的影响差异。通过问卷调查法和情景实验法收集数据,使用SPSS 25.0和Smart PLS 3.0进行实证分析,结果显示:微博评论回复对准社会互动有正向作用,且准社会互动在微博评论回复对品牌忠诚的影响过程中起完全中介作用;品牌吸引力(社会吸引力和任务吸引力)在微博评论回复对准社会互动的影响过程中起部分中介作用;不同回复类型的影响作用具有显著差异,其中信息性灵活回复的效果最佳,情感性回复次之,信息性机械回复效果最差。As the feedback of the brand official microblogging to the content of consumer comments,microblogging comment response is crucial to the brand loyalty of consumers.This paper analyzed the influence mechanism of microblogging comment response on brand loyalty based on the parasocial interaction theory,and categorized comment responses to study the difference in impact of different response types.Data were collected through questionnaire and empirical analysis was performed by using SPSS 25.0 and Smart PLS 3.0.The results show that microblogging comment response has a positive effect on parasocial interaction,and parasocial interaction plays a complete mediating role in the influence of microblogging comment response on brand loyalty;that brand attractiveness(social attractiveness and task attractiveness)plays a partial mediating role in the influence process of microblogging comment response on parasocial interaction;and that there are significant differences in the effects of different response types,among which the effect of informational flexible response is the best,followed by emotional response,and the effect of informational mechanical response is the worst.

关 键 词：企业管理 品牌微博 准社会互动 品牌忠诚 社交媒体 

分 类 号：F224[经济管理—国民经济] F270