摘要
在新型网络社交媒体下,以名人为追捧对象的粉丝蕴藏着巨大的经济价值。文章以新浪微博为媒介,探讨粉丝的名人崇拜与品牌价值转移、粉丝购买/推荐意愿之间的关系。研究表明:粉丝的名人崇拜对品牌的价值转移具有显著的正向影响,且粉丝对名人的微博认同和品牌认同在名人崇拜与品牌的价值转移之间起到部分中介作用;品牌价值转移正向影响粉丝购买/推荐意愿,其中名人可信度在品牌价值转移与粉丝购买/推荐意愿之间起到调节作用。
The continuous and upgraded development of social network has promoted the celebrity worshipper’s consumption. This study seeks to examine the relationship between celebrity worship and brand value transfer through the microblog. It further explores how brand value transfer affects consumers’ purchasing and recommendation intention. The results show that celebrity worship is positively related to brand value transfer. The effect between celebrity worship and brand value transfer is mediated by the celebrity’s microblog recognition and brand recognition. Finally, brand value transfer positively affects fans’ purchase and recommendation intention, and the celebrity’s credibility moderates the relationship between brand value transfer and worshippers’ purchase and recommendation intention.
作者
霍春辉
王晓睿
张银丹
HUO Chunhui;WANG Xiaorui;ZHANG Yindan(Business School,Liaoning University,Shenyang 110136,China)
出处
《辽宁大学学报（哲学社会科学版）》
CSSCI
北大核心
2019年第1期79-88,共10页
Journal of Liaoning University(Philosophy and Social Sciences Edition)
基金
辽宁省经济社会发展研究重点课题(2018lslktzd-016)
国家社科基金项目(13CGL045)
关键词
名人崇拜
品牌价值转移
名人可信度
celebrity worship
brand value transfer
a celebrity’s credibility
