拟人化品牌对消费者品牌幸福感的影响：以心理距离为中介变量，享乐产品为调节变量

The Impact of Brand Anthropomorphism on Brand Happiness: Use Psychological Distance as the Mediating Variable and Hedonic Goods as the Moderating Variable

王琪钰(QiYu WANG) ； 林正杰(Kelvin C. K. LAM)

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 763-772

https://doi.org/10.29608/caicictbs.202105.0083

摘要

现阶段品牌营销的重要性起到了至关重要的作用，企业会把品牌的标志、名称、形象等设计的更加有趣，更加独特化，通过类似方法拉近与消费者的距离，提高消费的品牌幸福感。为解决企业与消费者双方关系创造价值，并帮助创造品牌和顾客间的情感纽带。本文选取了拟人化品牌、消费者心理距离进行探讨以享乐产品为核心，以水平理论为基础，建立了模型框架。以随机抽样的方式在国内的在读大学生放问卷调查并收集了相关数据，来验证拟人化品牌对品牌幸福感的影响。

關鍵字

拟人化品牌 ； 心理距离 ； 享乐产品 ； 品牌幸福

並列摘要

At this stage, the importance of brand marketing has played a vital role. Companies will design brand logos, names, images, etc. more interesting and unique, and use similar methods to narrow the distance with consumers and increase consumption of brands Happiness. Create value for solving the relationship between enterprises and consumers and help create emotional bonds between brands and customers. This article selects brand anthropomorphism and consumers' psychological distances for discussion, with hedonic Goods as the core and level theory as the basis and establishes a model framework. Random sampling was conducted among domestic college students and collected relevant data to verify the influence of anthropomorphic brands on brand happiness.

並列關鍵字

Brand Anthropomorphism ； Psychological Distance ； Hedonism ； Brand Happiness