这真的是我吗?调查视频社交媒体中品牌个性自我一致性对消费者行为的影响

Augusto Bargoni, Chiara Giachino, Rada Gutuleac, Dalia Streimikiene
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引用次数: 0

摘要

本研究旨在探讨品牌个性自我一致性(BPC)在基于视频的社交媒体(即TikTok)这一特定环境中对消费者购买行为的影响作用。此外,我们还检验了消费者对影响者的情感依恋在影响购买意向中的调节作用以及品牌参与在影响购买意向中的中介作用。最后,我们深入研究了影响者有效性的前因及其与消费者实际购买的关系。为此,我们利用了两项定量研究(n1 = 248;n3 = 247)和一项定性研究。研究 1 的结果表明,消费者认为品牌个性与自我形象之间的差距越小,他们就越倾向于接触和购买某个品牌。此外,我们还发现,对影响者的情感依恋并不影响购买意向,这说明情感依恋和 BPC 具有不同的情感动力,会产生不同的购买结果。在研究 1 的基础上,研究 2 利用焦点小组来确定影响者有效性的先决条件。研究结果表明,当消费者面对与自我一致性较低的品牌时,会产生一种放纵感。在BPC较低的情况下,这种放纵感会阻碍影响者在品牌和消费者之间创造互动的能力。最后,研究 3 在两种条件下(娱乐性与信息性内容类型)对影响者有效性的前因进行了定量测试,强调了前因对高(与低)BPC 个人的不同影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Is this really me? Investigating brand personality self-congruity on consumer behavior in video-based social media
This research aims to explore the role of brand personality self-congruity (BPC) in affecting consumers' purchase behavior in a particular setting: video-based social media (i.e., TikTok). Moreover, we test the moderating role of consumers' emotional attachment to the influencer and the mediating role of brand engagement in affecting purchase intention. Finally, we delve into the antecedents of influencer effectiveness and their relationship with consumers' actual purchases. To do so, we leverage two quantitative studies (n1 = 248; n3 = 247) and a qualitative one. Results from Study 1 indicate that the lower consumers perceive the gap between the brand personality and self-image, the more they are inclined to engage with and purchase a brand. Moreover, we find that the emotional attachment to the influencer does not play a role in influencing purchase intention, positing that emotional attachment and BPC have different emotion dynamics with different purchase outcomes. Building on Study 1, Study 2 leverages a focus group to identify the antecedents of influencer effectiveness. Results highlight that a sense of indulgence appears in the minds of consumers when confronted with brands that have a lower congruity with their self. This sense of indulgence, in the case of low BPC, hinders the ability of the influencer to create an engagement between the brand and the consumer. Finally, Study 3 quantitatively tests the antecedents of influencer effectiveness under two conditions (entertaining vs. informative content type) highlighting the different influence of the antecedents on individuals with high (vs. low) BPC.
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