本文關(guān)鍵詞： 品牌網(wǎng)絡(luò)發(fā)言人 互動(dòng) 品牌共鳴　出處：《當(dāng)代財(cái)經(jīng)》2017年04期 　論文類型：期刊論文

【摘要】：在網(wǎng)絡(luò)關(guān)系中,品牌網(wǎng)絡(luò)發(fā)言人與消費(fèi)者之間的互動(dòng)對(duì)品牌共鳴有著重要影響。研究檢驗(yàn)了互動(dòng)聲譽(yù)、互動(dòng)密度和互動(dòng)權(quán)威三個(gè)特征對(duì)消費(fèi)者品牌共鳴的影響,發(fā)現(xiàn)互動(dòng)聲譽(yù)能提高消費(fèi)者品牌共鳴的行為忠誠度和社區(qū)歸屬感,互動(dòng)密度能夠增強(qiáng)消費(fèi)者品牌共鳴的態(tài)度依附,互動(dòng)權(quán)威能提升消費(fèi)者品牌共鳴的社區(qū)歸屬感;研究還發(fā)現(xiàn)品牌共鳴對(duì)消費(fèi)者品牌關(guān)系投資意愿有正向影響。研究結(jié)論對(duì)于識(shí)別品牌網(wǎng)絡(luò)發(fā)言人互動(dòng)特征及其對(duì)品牌關(guān)系的影響機(jī)制有一定意義。
[Abstract]:In the network relationship, the interaction between the brand network spokesman and the consumer has an important influence on the brand resonance. The study examined the influence of the interaction reputation, the interaction density and the interaction authority on the consumer brand resonance. It is found that interactive reputation can enhance consumer brand resonance behavior loyalty and community belonging, interaction density can enhance consumer brand resonance attitude attachment, interactive authority can enhance consumer brand resonance community belonging; It is also found that brand resonance has a positive effect on consumer's willingness to invest in brand relationship.
【作者單位】： 上海財(cái)經(jīng)大學(xué)國際工商管理學(xué)院;
【基金】：國家自然科學(xué)基金項(xiàng)目“產(chǎn)品危機(jī)響應(yīng)中的發(fā)言人效應(yīng)”(G020802)
【分類號(hào)】：F274

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