品牌体验对消费者反应的影响研究:自我建构和性别的调节作用

摘要

Based on 207 surveys conducted by consumers with an actual monthly income of more than 10,000 RMB, this study explores the effect of brand experience of high-end brand on consumer's responses (purchase intention, willingness to pay, and forward intention), under new media circumstance. It further tests the hypotheses and the findings of empirical analysis show that brand experience has significant effect on consumer's responses. Meanwhile, self-construal and gender moderate the main effect.%基于207份由实际月收入一万元以上消费者填写的调查问卷,试图探索在新媒体情境下,高端品牌的品牌体验对消费者反应(购买意愿、支付意愿和转发意愿)的影响并进行实证分析.研究表明,品牌体验对消费者反应有显著影响.自我建构与性别对品牌体验与消费者反应的关系起到调节作用.