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受新冠肺炎疫情的影响,大多消费者只能在线观看企业通过互联网实施的品牌仪式,然而以往研究更多揭示的是消费者直接参与的仪式效应,鲜有消费者不直接参与的仪式研究。基于社会交换理论,文章运用实验法探讨了当消费者见到但不实际参与品牌仪式时,品牌仪式对消费者信任的影响机制,即品牌仪式的"见"之效应。结果表明:作为视觉材料呈现的品牌仪式(对比随机动作)也能激活消费者的仪式感知,增加消费者对品牌的信任。原因在于当消费者从品牌仪式的互动体验中获取相应的积极情感资源(心流体验)后,会更倾向与品牌建立信任关系。此外,消费者-品牌关系规范会调节品牌仪式对消费者信任的影响,对于共享型关系中的消费者,品牌仪式通过增强消费者心流体验,进而增加消费者对品牌的信任,但对于交易型关系中的消费者,该效应消失。
Abstract：Under the impact of the novel coronavirus pneumonia, most consumers can only watch online but difficult to participate in the brand rituals implemented by companies via the Internet. However, previous studies have revealed the effects of rituals in which consumers are directly involved, and few studies have investigated the effects of rituals in which consumers are not directly involved. This research is based on the social exchange theory that explores the mechanism of the influence of brand rituals on consumer trust when consumers see but do not actually participate in brand rituals by experimental approach, that is, the seeing effect of brand rituals. The results show that brand rituals(vs. random actions) presented as visual materials can also activate consumers' perception of rituals and increase their trust in the brand. The reason is that consumers are more inclined to establish a trust relationship to a brand when they receive positive affective resources(flow experience) from the interactive experience of brand rituals. In addition, the effect of brand rituals on consumer trust will be moderated by consumer-brand relationship norms. For consumers in communal relationship, brand rituals increase consumer trust by enhancing their flow experience, but the effect disappears for consumers in exchange relationship.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2020.12.005
中图分类号:F273.2
引用信息:
[1]卫海英,熊继伟,毛立静.品牌仪式的“见”之效应:品牌仪式如何影响消费者信任[J].商业经济与管理,2020,No.350(12):50-60.DOI:10.14134/j.cnki.cn33-1336/f.2020.12.005.
基金信息:
国家自然科学基金面上项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链理论为视角”(71772077)
2020-12-15
2020-12-15