营销科学学报 ›› 2014, Vol. 10 ›› Issue (2): 82-98.

• 论文 • 上一篇    下一篇

向他人分享品牌体验能强化分享者原有的品牌态度吗——体验分享对品牌态度的影响

杨德锋,赵平,张梦远   

  1. 杨德锋,暨南大学管理学院市场学系主任、副教授,博士生导师,E-mail: yangdefeng@163.com;
    赵平,清华大学经管学院市场营销系主任、教授,博士生导师,E-mail: zhaop@sem.tsinghua.edu.cn;
    张梦远,中国建银投资有限责任公司,E-mail: zhangmengyuan@jic.cn。
  • 出版日期:2014-06-01 发布日期:2014-09-01
  • 基金资助:

    感谢两位匿名评审专家提出的非常宝贵的修改意见;本文受国家自然科学基金项目(71102009、71372045、71272059、71372017)、暨南大学管理学院重点学科建设育题基金、暨南大学企业发展研究所资助。

Can Sharing Brand Experience Strengthen the Speaker’s Brand attitude?The Effect of Experience Sharing on Brand Attitude

Yang Defeng, Zhao Ping, Zhang Mengyuan   

  1. Yang Defeng, Management School, Jinan University;
    Zhao Ping, Economics and Management School, Tsinghua University;
    Zhang Mengyuan, China Jianyin Investment Ltd.
  • Online:2014-06-01 Published:2014-09-01

摘要:

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强化消费体验,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。

关键词: 分享, 品牌体验, 品牌态度, 分享现实, 群体关系

Abstract:

Prior studies show that sharing behavior strengthens the interpersonal relationship between the speaker and the audiences, and the consumption experience. There is limited research in if sharing brand experience with others strengthens consumers’ brand attitude, and how it intensify sharers’ brand attitude. In order to answer the above gap, this study explores the influencing mechanism of sharing brand experience with others in speakers’ brand attitude drawing support from shared reality theory of social psychology. Through two experiments, this study finds: (1) Sharing brand experience with audiences strengthens the speakers’ brand attitude, specifically, after the speaker share positive brand experience, the speakers’ brand attitude increase; after speakers share negative brand experience, the speakers’ brand attitude decrease. (2) Whether the audiences’ opinion is uniformity with the speaker influence the speaker’s brand attitude differently, and compared with inconformity opinion between the audiences and the speaker, when the opinion is uniformity between the audiences and the speaker, sharing brand experience has larger effect on influencing speaker’s brand attitude. (3) Compared with the audiences are out-group members, when the audiences are in-group members, sharing brand experience has larger effect on influencing speaker’s brand attitude. (4) When the speaker is analytic thinking, whether the opinion between the audiences and the speaker is uniformity influences the speakers’ brand attitude differently.

Key words: Sharing, Brand Experience, Brand Attitude, Shared Reality, Group Membership