摘要
短视频的兴起扩大了内容营销的发挥空间,移动互联网的快速发展使信息易于传播,同时也让消费者对品牌的关系产生了巨大变化。本文采取现场调研、网络问卷等方式向被调研者收集数据,运用SPSS20.0和Mplus8.0软件对数据进行信度和效度检验,主要研究短视频内容营销对消费者品牌至爱的影响。研究表明,短视频内容营销的三个特点:场景化、互动性以及趣味性都正向影响消费者的品牌至爱程度。同时,文章探讨了品牌认同与心理所有权在此过程中的调节作用。结果表明,品牌认同较高以及心理所有权较高的消费者,短视频内容营销对消费者品牌至爱的影响更强,反之则较弱。本文总结了品牌至爱、短视频营销、品牌认同以及心理所有权的相关理论,以期为企业的品牌发展提供有益借鉴。
The rise of short videos has expanded content marketing.The rapid development of mobile Internet makes information easy to spread and also makes the relationship between consumers and brands change greatly.In this paper,data were collected from the respondents through on-site research and online questionnaires,and the data were tested for reliability and validity using SPSS 20.0 and MPLUS 8.0 software,and this article mainly studies the impact of short video content marketing on consumers’brand love.Research shows that the three characteristics of short video content marketing,scene,interactivity and interest all positively affect consumers’brand love.At the same time,this paper discusses the moderating role of brand identity and psychological ownership in this process.The results show that for consumers with higher brand identity and higher psychological ownership,short video content marketing has a stronger impact on consumers’brand love,and vice versa.This paper summarizes the related theories of consumers’brand love,short video marketing,brand identity and psychological ownership,and provides useful guidance for the brand development of enterprises.
作者
于明文
黄菲
YU Mingwen;HUANG Fei(Seoul School of Integrated Sciences and Technologies Seoul,Korea 03767)
出处
《中国商论》
2023年第15期103-107,共5页
China Journal of Commerce
关键词
短视频营销
品牌至爱
消费者
品牌认同
内容营销
short video marketing
brand love
consumers
brand identity
content marketing
