品牌价值观一致性如何影响在线顾客态度?——基于顾客品牌情感融入的中介效应

摘要

品牌价值观一致性是基于"自我一致性"理论提出的构念,但少有研究剖析其对顾客行为意向的影响.在数字化时代,随着社交媒体的普及,顾客参与企业共创价值的作用越来越明显.基于此,文章在线上的背景下,引入品牌情感融入这一新构念,探究品牌价值观一致性对顾客自我-品牌联结和口碑的影响机理.研究结果表明:品牌价值观一致性对顾客品牌情感融入具有显著正向影响作用;品牌情感融入完全中介了品牌价值一致性对顾客自我-品牌联结和口碑的影响效应;进一步地表明,品牌价值观一致性的影响效应主要体现在自我超越一致性这种价值观上.%The construct of value congruence is based on the theory of "self-congruence", but few studies have analyzed its impact on customer behavior intention.In the digital era, with the popularity of social media, the role of customer participation in the co-creation value of enterprises is becoming more and more obvious.So this study, based on the online background, adopts the construct of brand affect engagement to explore how value congruence affects the self-brand connection (SBC) and word-of-mouth (WOM).The results indicate: value congruence has significant direct positive effects on customers` brand affect engagement;brand affect engagement has fully mediating effect on the relationships between value congruence and self-brand connection or word-of-mouth;the effect of value congruence is mainly reflected in the value congruence of self-transcendence.