顾客品牌契合行为的心理机制研究:自我决定理论视角

发布时间：2018-03-15 02:00

本文选题：顾客品牌契合行为　切入点：社会化媒体　出处：《旅游学刊》2017年07期 　论文类型：期刊论文

【摘要】：随着社会化媒体的发展,顾客品牌契合行为受到学术界和业界越来越多的重视。顾客品牌契合行为是顾客因受到动机驱动而对品牌表现出的非交易性行为,是旅游企业提升品牌绩效和获取竞争优势所必需的战略要求。以往学者指出,顾客品牌契合行为源于动机因素,但鲜有研究从动机角度考察过顾客品牌契合行为发生的心理机制。该研究基于自我决定理论,以顾客与旅游品牌契合行为为例,实证研究品牌支持、品牌知识和品牌社群这3种情境因素对顾客基本心理需要及动机内化进而契合行为的影响。研究发现,品牌支持、品牌知识和品牌社群对顾客品牌契合行为有积极的影响,动机内化是上述因素影响品牌契合行为的关键心理机制。
[Abstract]:With the development of social media, more and more attention has been paid to the behavior of customer brand fit. It is a necessary strategic requirement for tourism enterprises to improve brand performance and gain competitive advantage. Previous scholars have pointed out that customer brand fit behavior originates from motivational factors. However, few studies have examined the psychological mechanism of customer brand fit behavior from the perspective of motivation. This study is based on the theory of self-determination and takes the customer and tourism brand fit behavior as an example to empirically study brand support. The influence of brand knowledge and brand community on customer's basic psychological needs and motivation internalization and then fit behavior. The study found that brand support, brand knowledge and brand community have positive effects on customer brand fit behavior. Motivation internalization is the key psychological mechanism of influencing brand fit behavior.
【作者单位】：南开大学旅游与服务学院;中山大学旅游学院;
【基金】：国家自然科学基金项目“服务企业员工品牌内化量表构建与作用机制:基于组织和员工两层面领导的视角”(71602194) 中央高校科研业务费专项基金项目“基于内部品牌化的服务企业品牌资产提升研究”(14WKPY66)资助~~
【分类号】：F274

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