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以往研究表明,人与人之间的分享行为能够强化人际关系和消费体验,而对消费者与他人分享品牌体验是否强化,以及如何强化消费者本人对这一品牌的态度则缺乏研究。本文将以分享现实理论作为研究基础,探讨品牌体验分享对分享者原有的品牌态度的影响。研究一的结果表明向他人分享品牌体验能够强化分享者原有的品牌态度,分享快乐的品牌体验,分享者的品牌态度显著提高;分享痛苦的品牌体验,分享者的品牌态度显著降低。研究二的研究发现,回应者的回应观点与分享者是否一致对分享者的品牌态度变化有不同的影响,与回应者回应观点与分享者观点不一致相比,两者一致时,分享行为对分享者品牌态度改变影响更大;与回应者是群体外相比,向群体内的人分享品牌体验时,回应观点与分享者一致与否对分享者品牌态度有更加显著的影响;分享者为分析型思考方式时,回应者与分享者观点是否一致对品牌态度变化有显著差异。
Previous studies have shown that the sharing behavior between people can strengthen the interpersonal relationship and consumer experience, but there is a lack of research on whether consumers share the brand experience with others and how to strengthen consumers’ own attitudes toward the brand. Based on the theory of sharing reality, this article will explore the impact of brand experience sharing on the original brand attitude of the sharer. The results of research 1 show that sharing the brand experience with others can enhance sharers ’original brand attitude and share the happy brand experience, and the attitudes of the sharers are significantly improved. Sharing painful brand experiences leads to a significant decrease in sharers’ brand attitudes. The second study found that respondents ’opinions of respondents differ from those of the sharers in their influence on the changes of the brand attitude of the sharers. Compared with respondents’ viewpoints of disagreement with those of the sharers, The change of brand attitude has a greater impact; when respondents are outside the group, when they share the brand experience to the group people, the response viewpoint and the sharer have a more significant effect on the brand attitude of the sharer; The way of thinking, the respondents and the share of the same point of view on brand attitude changes have significant differences.