论文部分内容阅读
享乐性产品是个新概念,根据DMH模型,个体对享乐性产品的品牌态度,影响其购买意向。通过对文献的梳理发现其研究的空白点——享乐性产品广告研究的缺失,并以享乐性产品广告引发的情绪作为切入点,研究其对个体品牌态度的影响。研究发现,情绪对品牌态度具有直接和间接影响,但对于不同卷入水平的个体而言,间接影响通过不同中介变量实现。享乐性产品生产企业应该通过提供高质量体验、建立良好口碑效应、改善企业形象等策略,增加消费者的品牌态度。
The hedonic product is a new concept. According to the DMH model, the individual’s attitude toward the hedonic product brand influences the purchase intention. Through the research on the literature, we find the blank of the research - the lack of research on hedonic product advertisement, and take the emotions triggered by hedonic product advertisement as the starting point to study the influence on individual brand attitude. The study found that emotions have a direct and indirect impact on brand attitudes, but for individuals with different levels of involvement, indirect effects are achieved through different mediating variables. The manufacturers of hedonic products should increase their brand attitude by providing high-quality experiences, establishing good word-of-mouth effects and improving corporate image.