品牌主页粉丝形象对品牌吸引力的影响研究：产品涉入的调节作用

发布时间：2018-01-30 15:08

  本文关键词： 品牌主页 感知相似性 产品涉入度 品牌吸引力　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着新媒体技术和互联网环境的蓬勃发展,互联网及新媒体的营销份额已整体超越平面媒体,成为市场推广的重要手段之一。社交媒体革命性的发展使人人网、新浪微博和微信相继推出了品牌的公共主页,如何有效利用品牌主页开展品牌营销,如何将品牌主页内容与品牌潜在消费者有机结合,以及如何将品牌主页粉丝转化为有效顾客成为企业利用社交媒体营销的重要内容。本文以社交媒体为背景,研究了企业品牌主页展示的粉丝形象对于品牌吸引力的影响。笔者将品牌主页根据是否展示粉丝形象分为三种情形,分别为:不展示粉丝形象,展示相似粉丝形象,展示不相似粉丝形象,分别讨论不同情形下的品牌吸引力情况,提出以下假设:展示相似粉丝形象品牌吸引力显著高于展示不相似粉丝形象(H1a),不展示粉丝形象品牌吸引力显著高于展示不相似粉丝形象(H1b),展示相似粉丝形象品牌吸引力高于不展示粉丝形象(H1c),并且利用消费者感知相似性作为中介机制对主效应进行解释(H2)。笔者通过两个实验对本文的假设进行验证,实验一、二分别以年龄、性别作为相似性的标准。通过对实验数据的分析,主要得出以下结论:相似粉丝形象品牌吸引力显著高于不相似的品牌吸引力(H1a),不展示粉丝形象显著高于展示不相似粉丝品牌吸引力(H1b);然而对于不展示与展示相似品牌吸引力之间的关系(H1c),虽然在统计学上显示没有显著差异,笔者利用虚假共识效应对此进行了解释。同时实验数据还证明了消费者感知相似性和产品涉入的有调节的中介作用的存在。本文从粉丝形象角度研究了社交媒体品牌主页内容与品牌吸引力之间的关系,对于指导企业更好利用公共主页进行品牌网络营销及提升用户对产品和品牌的偏好具有重要的实践意义。
[Abstract]:In recent years, with the rapid development of new media technology and Internet environment, the marketing share of the Internet and new media has surpassed the print media as a whole. The revolutionary development of social media makes Renren, Weibo of Sina and WeChat launch the public home page of the brand one after another, how to use the brand home page to carry on the brand marketing effectively. How to combine the content of the brand home page with the potential consumers of the brand and how to turn the fans of the brand home page into effective customers become the important content of the enterprise using social media marketing. This article takes the social media as the background. The author studies the influence of the brand image on the brand attractiveness. The author divides the brand home page into three situations according to whether or not to show the fan image, which is: not showing the fan image. Show similar fan image, show dissimilar fan image, discuss the brand attractiveness under different circumstances. The following assumptions are put forward: the brand attractiveness of displaying similar fan images is significantly higher than that of displaying dissimilar fan images, and the brand attractiveness of no showing fan images is significantly higher than that of displaying dissimilar fan images. The brand appeal of showing similar fan image is higher than that of not showing fan image. And using consumer perception similarity as an intermediary mechanism to explain the main effect. The author through two experiments to verify the hypothesis of this paper, experiment 1, 2 by age. Gender as the standard of similarity. Through the analysis of the experimental data, the main conclusions are as follows: similar fan image brand attractiveness is significantly higher than that of dissimilar brand attractiveness. No fan image was significantly higher than that of dissimilar fan brand attractiveness. However, there was no statistically significant difference in the relationship between the absence of similar brand attractiveness and the display of similar brand attractiveness. The author uses the false consensus effect to explain this. At the same time, the experimental data also prove the existence of consumer perception similarity and the regulated intermediary of product involvement. This paper studies social media from the perspective of fan image. The relationship between the content of the brand home page and the brand attraction. It is of great practical significance to guide enterprises to use public home page for brand network marketing and to enhance users' preference for products and brands.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F273.2
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本文编号：1476527