作 者: ;
机构地区: 清华大学经济管理学院
出 处: 《营销科学学报(辑刊)》 2017年第4期67-82,共16页
摘 要: 基于社会身份的消费行为研究是社会学、心理学和营销学融合研究的新分支。本文旨在探讨社交网络口碑情境中,消费者社会身份与既有品牌支持者社会身份信息的一致性对消费者购买意向的影响机制与边界。两个递进实验研究结果表明:社会身份信息一致性正向影响消费者购买意向;自我建构的调节作用显著,与自身一致的品牌支持者社会身份信息能有效提高互依自我倾向消费者的购买意向,但社会身份信息的一致性不会对独立自我倾向消费者的购买意向产生显著影响;消费者自我一品牌联结在上述过程中发挥了完全中介作用。本文拓展了基于社会身份消费行为的理论研究,同时也为新兴社交媒体环境下的品牌创建和营销传播提供了一定的实践启示。 Research on consumer behavior based on social identity is a new academic branch related to sociology, psychology and marketing. This paper aims to explore the influence of social identity information congruency between brand supporters and consumers on consumers’ purchase intention in the social network word-of-mouth situation. Across two experiments, the research discovers social identity information congruency positively affects consumers’ purchase intention. Compared to incongruent social identity information, the congruent social identity information between brand supporters and consumers may increase consumers’ purchase intention, especially for consumer with interdependent self-construal, while this positive effects doesn’t work for those with independent self-construal. The research also find consumer self-brand connections mediate the effects of social identity information congruency. This study enriches consumer behavior research field based on social identity, and provides managerial implications on brand building and marketing communication in the environment of emerging social media.
关 键 词: 品牌支持者 社会身份 信息一致性 自我建构 自我 品牌联结 购买意向
领 域: [经济管理—市场营销] [经济管理—产业经济]