摘要
基于农产品品牌管理理论和线索利用理论,以品牌认同为中介变量,以自我调节导向为调节变量,探讨直播带货线索对农产品品牌推崇的影响机制。实证分析发现:直播带货线索对农产品品牌推崇有显著正向影响;农产品品牌认同对品牌推崇有显著正向影响;品牌认同在直播带货线索与农产品品牌推崇之间有部分中介作用;促进型自我调节导向在直播带货互动性与品牌认同之间有负向调节作用;防御型自我调节导向分别在直播带货真实性、娱乐性和可视性与品牌认同之间有负向调节作用。据此提出,农产品经营者应充分利用直播带货开展农产品品牌营销推广活动,拓宽农产品销路;挖掘直播带货线索,提高消费者的品牌认同;提升消费体验,强化农产品品牌推崇,以推动农产品品牌建设和发展。
Based on the theory of brand management of agricultural products and the theory of clue utilization,taking the brand identification as the mediating variable and the self-regulatory orientation as the regulating variable,this paper explores the mechanism of effect of livestreaming clues on the brand evangelism of agricultural products.The empirical analysis shows that livestreaming clues have a significantly positive effect on the brand evangelism of agricultural products;brand identification has a significantly positive effect on brand evangelism;brand identification has a partially mediating effect between livestreaming clues and brand evangelism of agricultural products;promotional self-regulation has a negative moderating effect between livestreaming interaction and brand identification;and defensive self-regulation has a negative moderating effect between livestreaming authenticity,entertainment and visibility and brand identification.Therefore,it is necessary for the operators of agricultural products to make full use of livestreaming to run brand marketing to expand the market,excavate the livestreaming clues to improve the consumers'brand identification,enhance the consumption experience and strengthen the brand evangelism to promote the construction and development of agricultural products brand.
作者
张启尧
何萌
ZHANG Qiyao;HE Meng(School of Economics and Management,East China University of Technology,Nanchang 330013,China)
出处
《天津商业大学学报》
2023年第5期30-38,共9页
Journal of Tianjin University of Commerce
基金
江西省高校人文社会科学研究青年项目“中高端消费需求下江西省农产品品牌升级路径及策略研究”(GL18244)。
关键词
线索
品牌认同
品牌推崇
自我调节导向
clue
brand identification
brand evangelism
self-regulatory orientation
