准社会关系、创作意愿与新兴品牌成长
Parasocial Relationships,Creative Intention and Emerging Brand Development
袁微 1王新新 2李震3
作者信息
- 1. 湖北经济学院工商管理学院,湖北武汉 430205;湖北经济学院 湖北企业文化研究中心,湖北武汉 430205
- 2. 上海财经大学商学院,上海 200433
- 3. 莆田学院商学院,福建莆田 351100
- 折叠
摘要
从品牌购买意愿视角,以准社会关系作为切入点,构建用户在社交网站上的创作分享行为与品牌购买意愿之间的模型,并利用问卷调查法,结合结构方程模型方法,解析新兴品牌的成长过程.研究结果表明,准社会关系对用户的新兴品牌购买意愿具有显著正向影响,是促使用户从内容消费者转变成为内容生产者,并最终转化为品牌购买者的主要因素.此外,数字自我呈现和创作意愿在准社会关系对新兴品牌购买意愿影响中发挥着显著的链式中介作用,线上积极反馈对该中介效应具有显著的正向调节作用.
Abstract
Based on the view of brand purchasing intention,the paper took parasocial relationships as the starting point,and constructed the relational model between users'creative sharing behaviors and brand purchasing intention on social networking sites.Then the research used the data from questionnaires and the structural equation modeling approach to explain the growing process of emerging brands.The research findings indicated that,parasocial relationships had a significant positive impact on users'purchasing intention to emerging brands,serving as a major factor in driving users to transition from content consumers to content producers,followed by the transformation to brand purchasers.Additionally,digital self-presentation and creative intention played a chain mediating role in the relationship between parasocial relationships and the purchasing intention to emerging brands.Meanwhile,positive online feedback had a positive moderating effect on this mediating effect.
关键词
新兴品牌/准社会关系/数字自我呈现/创作意愿/线上积极反馈Key words
emerging brand/parasocial relationships/digital self-presentation/creative intention/positive online feedback引用本文复制引用
基金项目
国家社会科学基金一般项目(22BGL297)
出版年
2024
NETL
NSTL
万方数据