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微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应

吴水龙,高莹,袁永娜,蒋廉雄

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文章导航> bob手机在线登陆学报（社会科学版）> 2019> (2): 87-96
吴水龙, 高莹, 袁永娜, 蒋廉雄. 微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应[J]. bob手机在线登陆学报（社会科学版）, 2019, (2): 87-96. doi: 10.15918/j.jbitss1009-3370.2019.3697
引用本文: 吴水龙, 高莹, 袁永娜, 蒋廉雄. 微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应[J]. bob手机在线登陆学报（社会科学版）, 2019, (2): 87-96.doi:10.15918/j.jbitss1009-3370.2019.3697
shu
WU Shuilong, GAO Ying, YUAN Yongna, JIANG Lianxiong. The Influence of Alignment between Micro-blog Content and Brand Personality on Brand Evaluation—The Mediating Role of Conceptual Fluency and the Moderating Role of Interaction Tactics[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (2): 87-96. doi: 10.15918/j.jbitss1009-3370.2019.3697
Citation: WU Shuilong, GAO Ying, YUAN Yongna, JIANG Lianxiong. The Influence of Alignment between Micro-blog Content and Brand Personality on Brand Evaluation—The Mediating Role of Conceptual Fluency and the Moderating Role of Interaction Tactics[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (2): 87-96.doi:10.15918/j.jbitss1009-3370.2019.3697
shu

微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应

doi:10.15918/j.jbitss1009-3370.2019.3697
  • 1.

    bob手机在线登陆 管理与经济学院, 北京 100081

  • 2.

    中国科学院大学 公共政策与管理学院, 北京 100049

  • 3.

    中山大学 国际金融学院, 广东 广州 510275

基金项目:

国家自然科学基金资助项目（71772012，71673263）

The Influence of Alignment between Micro-blog Content and Brand Personality on Brand Evaluation—The Mediating Role of Conceptual Fluency and the Moderating Role of Interaction Tactics

  • 1.

    School of Economics and Management, Beijing Institute of Technology, Beijing 100081, China

  • 2.

    School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing 100049, China

  • 3.

    School of International Business, Sun Yat-sen University, Guangzhou Guangdong 510275, China

  • 摘要:微博是社交网络环境下的重要营销途径，合适的微博内容能传递品牌个性，提高消费者品牌评价。构建了微博内容与品牌个性匹配程度对消费者品牌评价的概念模型，并探究这一影响关系中的作用机制和边界条件。分别以真实品牌和虚拟品牌进行实验研究，检验微博内容与品牌个性匹配程度对品牌评价的影响效果、概念流畅度的中介效应及微博互动策略的调节效应，揭示影响微博营销效果的关键因素。实证研究结果表明：（1）微博内容与品牌个性匹配程度越高，消费者更容易产生积极的品牌评价；（2）概念流畅度在微博内容与品牌个性匹配程度对品牌评价的影响中起到中介作用；（3）微博互动策略在微博内容与品牌个性匹配程度对品牌评价的影响中起到不同程度的调节作用。
    Abstract:Micro-blog is one of the most common marketing tools, and marketers use it to improve sales and build relationship with customers more and more frequent nowadays. A model between the alignment of brand micro-blog content and brand personality and consumer's brand evaluation was built, aiming to explore the key mediating effect and moderating effect on this process. Two main experiments were conducted on real brands and virtual brands. According to the results，（1）when the degree of alignment between brand personalities and brand micro blogs was high, brand evaluations were higher，（2）the conceptual fluency had a mediating effect between the alignment and brand evaluation，（3）interaction tactics had different moderating effects between the alignment and brand evaluation. The findings provide insights into the research topic of brand personality in the Internet situation, and have managerial implications in practical marketing.
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  • 收稿日期:2018-03-20
  • 刊出日期:2019-03-11

微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应

doi:10.15918/j.jbitss1009-3370.2019.3697
  • 1. bob手机在线登陆 管理与经济学院, 北京 100081
  • 2. 中国科学院大学 公共政策与管理学院, 北京 100049
  • 3. 中山大学 国际金融学院, 广东 广州 510275
    • 基金项目:

    国家自然科学基金资助项目（71772012，71673263）

  • 收稿日期:2018-03-20
  • 刊出日期:2019-03-11

摘要:微博是社交网络环境下的重要营销途径，合适的微博内容能传递品牌个性，提高消费者品牌评价。构建了微博内容与品牌个性匹配程度对消费者品牌评价的概念模型，并探究这一影响关系中的作用机制和边界条件。分别以真实品牌和虚拟品牌进行实验研究，检验微博内容与品牌个性匹配程度对品牌评价的影响效果、概念流畅度的中介效应及微博互动策略的调节效应，揭示影响微博营销效果的关键因素。实证研究结果表明：（1）微博内容与品牌个性匹配程度越高，消费者更容易产生积极的品牌评价；（2）概念流畅度在微博内容与品牌个性匹配程度对品牌评价的影响中起到中介作用；（3）微博互动策略在微博内容与品牌个性匹配程度对品牌评价的影响中起到不同程度的调节作用。

English Abstract

吴水龙, 高莹, 袁永娜, 蒋廉雄. 微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应[J]. bob手机在线登陆学报（社会科学版）, 2019, (2): 87-96. doi: 10.15918/j.jbitss1009-3370.2019.3697
引用本文: 吴水龙, 高莹, 袁永娜, 蒋廉雄. 微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应[J]. bob手机在线登陆学报（社会科学版）, 2019, (2): 87-96.doi:10.15918/j.jbitss1009-3370.2019.3697
shu
WU Shuilong, GAO Ying, YUAN Yongna, JIANG Lianxiong. The Influence of Alignment between Micro-blog Content and Brand Personality on Brand Evaluation—The Mediating Role of Conceptual Fluency and the Moderating Role of Interaction Tactics[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (2): 87-96. doi: 10.15918/j.jbitss1009-3370.2019.3697
Citation: WU Shuilong, GAO Ying, YUAN Yongna, JIANG Lianxiong. The Influence of Alignment between Micro-blog Content and Brand Personality on Brand Evaluation—The Mediating Role of Conceptual Fluency and the Moderating Role of Interaction Tactics[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (2): 87-96.doi:10.15918/j.jbitss1009-3370.2019.3697
shu
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