品牌拟人化促进消费者价值共创意愿的机制研究
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摘要
从品牌价值观一致性的视角探讨了品牌拟人化对促进消费者价值共创意愿的作用机制。实证分析表明:当消费者的价值观与他所感知的品牌价值观一致时,品牌拟人化比非拟人化更能有效促进消费者价值共创意愿;但当两者不一致时,品牌拟人化与否对促进消费者价值共创意愿没有显著差异。进一步地,消费者品牌融入中介于品牌拟人化与品牌价值观一致性的交互作用对消费者价值共创意愿的影响。当消费者与品牌的价值观一致时,品牌拟人化比非拟人化更能提升消费者的品牌融入水平,从而更有效促进消费者价值共创意愿。
This paper discusses the mechanism of how brand anthropomorphism promotes the willingness of consumer value co-creation.It is found that only when consumers' perceived values are consistent with brand values,brand anthropomorphism is more effective in promoting the willingness of consumer value co-creation than non-anthropomorphism.Conversely,there is no significant difference between brand anthropomorphism and non-anthropomorphism.Furthermore,consumer brand engagement mediates such interactive effect on value co-creation.That is to say,when consumer brand values are consistent,brand anthropomorphism can promote consumer brand engagement more than non-anthropomorphism,thus promotes consumer value co-creation intention more effective.
This paper discusses the mechanism of how brand anthropomorphism promotes the willingness of consumer value co-creation.It is found that only when consumers' perceived values are consistent with brand values,brand anthropomorphism is more effective in promoting the willingness of consumer value co-creation than non-anthropomorphism.Conversely,there is no significant difference between brand anthropomorphism and non-anthropomorphism.Furthermore,consumer brand engagement mediates such interactive effect on value co-creation.That is to say,when consumer brand values are consistent,brand anthropomorphism can promote consumer brand engagement more than non-anthropomorphism,thus promotes consumer value co-creation intention more effective.
引文
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[34]LINDEMAN M,VERKASALO M.Measuring Values with the Short Schwartz’s Value Survey[J].Journal of Personality Assessment,2005,85(2):170-178.
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[36]温忠麟,张雷,侯杰泰.有中介的调节变量和有调节的中介变量[J].心理学报,2006,38(3):448-452.
[2]RAMASWAMY V,OZCAN K.Brand Value CoCreation in a Digitalized World:An Integrative Framework and Research Implications[J].International Journal of Research in Marketing,2016,33(1):93-106.
[3]VARGO S L,LUSCH R F.Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing,2004,68(1):1-17.
[4]GENSLER S,VOLCKNER F,LIU T Y,et al.Managing Brands in the Social Media Environment[J].Journal of Interactive Marketing,2013,27(4):242-256.
[5]EPLEY N,WAYTZ A,CACIOPPO J T.On Seeing Human:A Three-Factor Theory of Anthropomorphism.[J].Psychological Review,2007,114(4):864-886.
[6]HUDSON S,HUANG L,ROTH M S,et al.The Influence of Social Media Interactions on ConsumerBrand Relationships:A Three-Country Study of Brand Perceptions and Marketing Behaviors[J].International Journal of Research in Marketing,2016,33(1):27-41.
[7]PUZAKOVA M,KWAK H,ROCERETO J.When Humanizing Brands Goes Wrong:The Detrimental Effect of Brand Anthropomorphism.[J].Journal of Marketing,2013,77(3):81-100.
[8]BARTNECK C,KULIC D,CROFT E.Measurement Instruments for the Anthropomorphism,Animacy,Likeability,Perceived Intelligence,and Perceived Safety of Robots[J].International Journal of Social Robotics,2009,1(1):71-81.
[9]DELBAERE M,EDWARD F,MCQUARRI E,et al.Personification in Advertising[J].Journal of Advertising,2011,40(1):121-130.
[10]AGGARWAL P,MCGILL A L.Is that Car Smiling at Me?Schema Congruity as a Basis for Evaluating Anthropomorphized Products[J].Journal of Consumer Research,2007,34(4):468-479.
[11]陈增祥,杨光玉.哪种品牌拟人化形象更受偏爱——归属需要的调节效应及边界[J].南开管理评论,2017,20(3):135-143.
[12]KIM S,MCGILL A.Gaming with Mr.Slot or Gaming the Slot Machine?Power,Anthropomorphism,and Risk Perception[J].Journal of Consumer Research,2011,38(1):94-107.
[13]PRAHALAD C K,RAMASWAMY V.Co-Creation Experiences:The Next Practice in Value Creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[14]YI Y,GONG T.Customer Value Co-Creation Behavior:Scale Development and Validation[J].Journal of Business Research,2013,66(9):1 279-1 284.
[15]RANJAN K R,READ S.Value Co-Creation:Concept and Measurement[J].Journal of the Academy of Marketing Science,2016,44(3):290-315.
[16]朱良杰,何佳讯,黄海洋.数字世界的价值共创:构念、主题与研究展望[J].经济管理,2017,39(1):195-207.
[17]ETGAR M.A Descriptive Model of the Consumer Co-Production Process[J].Journal of the Academy of Marketing Science,2008,36(1):97-108.
[18]FULLER J,MATZLER K,HOPPE M.Brand Community Members as a Source of Innovation[J].Journal of Product Innovation Management,2008,25(6):608-619.
[19]TORELLI C J,ZSOMER A,CARVALHO S W.Brand Concepts as Representations of Human Values:Do Cultural Congruity and Compatibility Between Values Matter?[J].Journal of Marketing,2012,76(4):92-108.
[20]何佳讯,吴漪.品牌价值观:中国国家品牌与企业品牌的联系及战略含义[J].华东师范大学学报:哲学社会科学版,2015,47(5):150-166.
[21]TUSKEJ U,GOLOB U,KLEMENTL P.The Role of Consumer-Brand Identification in Building Brand Relationships[J].Journal of Business Research,2013,66(1):53-59.
[22]EDWARDS J R,CABLE D M.The Value of Value Congruence[J].Journal of Applied Psychology,2009,94(3):654-677.
[23]SCHWARTZ S H,BOEHNKE K.Evaluating the Structure of Human Values with Confirmatory Factor Analysis[J].Journal of Research in Personality,2004,38(3):230-255.
[24]TORELLI C J,MONGA A B,KAIKATI A M.Doing Poorly by Doing Good:Corporate Social Responsibility and Brand Concepts[J].Journal of Consumer Research,2012b,38(5):948-963.
[25]SIRGY M J.Self-Concept in Consumer Behavior[J].Journal of Consumer Research,1982,9(3):287-300.
[26]KRESSMANN F,SIRGY M,HERRMANN A.Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty[J].Journal of Business Research,2006.59(9):955-964.
[27]王琳琳,何佳讯,黄海洋.品牌价值观一致性如何影响在线顾客态度?——基于顾客品牌情感融入的中介效应[J].商业经济与管理,2017(4):57-69.
[28]ZHANG J,BLOEMER J M M.The Impact of Value Congruence on Consumer-Service Brand Relationships[J].Journal of Service Research,2008,11(2):161-179.
[29]HOLLEBEEK L D,GLYNN M S,BRODIE R J.Consumer Brand Engagement in Social Media:Conceptualization,Scale Development and Validation[J].Journal of Interactive Marketing,2014,28(2):149-165.
[30]DOORN V J,LEMON K N,MITTAL V.Customer Engagement Behavior:Theoretical Foundations and Research Directions[J].Social Science Electronic Publishing,2010,13(3):253-266.
[31]BRODIE R J,LLIC A,JURIC B,et al.Consumer Engagement in a Virtual Brand Community:An Exploratory Analysis[J].Journal of Business Research,2013,66(1):105-114.
[32]BRODIE R J,HOLLEBEEK L D,JURI B.Customer Engagement:Conceptual Domain,Fundamental Propositions,and Implications for Research[J].Journal of Service Research,2011,14(3):252-271.
[33]KENT R J,ALLEN C T.Competitive Interference Effects in Consumer Memory for Advertising:The Role of Brand Familiarity[J].Journal of Marketing,1994,58(3):97-105.
[34]LINDEMAN M,VERKASALO M.Measuring Values with the Short Schwartz’s Value Survey[J].Journal of Personality Assessment,2005,85(2):170-178.
[35]WATSON D,CLARK L A,TELLEGEN A.Development and Validation of Brief Measures of Positive and Negative Affect:The PANAS Scales.[J].Journal of Personality and Social Psychology,1988,54(6):1 063-1 070.
[36]温忠麟,张雷,侯杰泰.有中介的调节变量和有调节的中介变量[J].心理学报,2006,38(3):448-452.