在线平台用户画像对品牌依恋的影响

黎小林; 徐苏; 王海忠

在线平台用户画像对品牌依恋的影响

1.
广东财经大学工商管理学院，广东广州 510320
2.
中山大学管理学院, 广东广州 510275

基金项目:

2019年广东大学生科技创新培育专项资金重点项目 pdjh2019a0198

国家自然基金重大项目 71832015

详细信息

作者简介:
黎小林(1972-), 男, 湖南耒阳人, 广东财经大学工商管理学院副教授

徐苏(1993-), 男, 江苏淮安人, 广东财经大学工商管理学院研究生

王海忠(1966-), 男, 重庆奉节人, 中山大学中国战略品牌研究中心主任, 管理学院教授, 博士生导师

中图分类号: F273.2;F713.55
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- 文章访问数: 270
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- 被引次数: 0
出版历程
- 收稿日期: 2019-06-11
- 网络出版日期: 2021-05-22
- 刊出日期: 2019-10-28

The effect of User's Profile of Online Platform on Brand Attachment

1.
School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China
2.
Business School, Sun Yat-sen University, Guangzhou 510275, China

摘要

摘要: 大数据的产生给品牌营销及媒介投放带来了新的机遇。以往的研究将用户画像作为辅助企业进行精准营销的工具, 但不少企业的实例都说明用户画像本身也可以作为影响消费者心理的营销工具。研究表明, 向用户推荐基于其行为轨迹生成的画像报告正向影响了品牌依恋, 这一过程受到了积极怀旧与消极怀旧的部分中介作用, 且积极怀旧的中介作用要大于消极怀旧的中介作用。同时, 当画像报告采用拟人化语言风格时, 积极怀旧对品牌依恋的影响显著上升, 但拟人化在消极怀旧对品牌依恋的影响中则没有起到调节作用。研究拓展了用户画像的应用范围, 对企业利用用户画像开展新型关系营销具有一定的启示作用。
- 用户画像 /
- 怀旧 /
- 品牌营销 /
- 品牌依恋 /
- 拟人化 /
- 关系营销 /
- 在线平台
Abstract: The emergence of big data brings new opportunities to brand marketing and media delivery.Previous studies regard user's profile as a tool to assist enterprises in precise marketing. However, nowadays, many cases of enterprises show that user's profile can also be used as a marketing tool to influence consumers' psychology. Three studies shows that profile reports based on their behavioral trajectories recommended to users have a positive impact on brand attachment, and the process is partly mediated by positive nostalgia and negative nostalgia, in which the mediating effect of positive nostalgia is greater than that of negative nostalgia. In addition, when the profiles adopt anthropomorphic style, the effect of positive nostalgia on brand attachment is significantly stronger, but anthropomorphism has no moderating effect in the influence of negative nostalgia on brand attachment. The research expands the application scope of user's profile, and gives some inspiration to enterprises to make use of user's profiles for new relationship marketing.
- user's profile /
- nostalgia /
- brand marketing /
- brand attachment /
- anthropomorphism /
- relationship marketing /
- online platform

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图 1 用户画像对品牌依恋影响机制的研究模型

下载: 全尺寸图片幻灯片

图 2 拟人化对积极怀旧与品牌依恋关系的调节作用

下载: 全尺寸图片幻灯片

图 3 拟人化对消极怀旧与品牌依恋关系的调节作用

下载: 全尺寸图片幻灯片

表 1 用户画像对品牌依恋的影响

	Mean	SD	SE	T-value	df	Sig.
LM—TM	-168.435	306.992	64.012	-2.631	22	0.015^*
注：^*表示P < 0.05，LM代表画像推送前一月APP使用人数，TM代表画像推送当月APP使用人数。

下载: 导出CSV

表 2 各变量均值、标准差及相关系数(N=342)

	M	SD	1	2	3	4	5	6	7	8	9	10	11	12	13
用户画像	0.56	0.50	0.20^***	0.20^***	0.18^**	0.08	0.04	0.22^***	-0.04	-0.06	-0.01	-0.03	0.04	-0.03	0.01
积极怀旧	4.74	1.32	1	-0.05	0.26^***	-0.06	-0.06	0.08	-0.07	0.06	-0.11	0.01	0.12^*	-0.10^*	-0.01
消极怀旧	4.64	1.15		1	-0.11^*	0.12^*	-0.03	0.04	-0.01	0.02	-0.03	-0.08	0.03	0.07	-0.03
品牌依恋	4.70	1.26			1	-0.09	-0.05	0.06	0.04	-0.11^*	0.02	0.05	0.06	-0.11^*	0.03
熟悉度	5.04	1.10				1	0.09	0.03	0.03	-0.07	0.003	-0.04	-0.01	0.03	-0.01
性别	0.51	0.50					1	0.01	0.03	-0.05	-0.02	0.04	-0.06	-0.01	0.03
年龄1	0.15	0.36						1	-0.36^***	-0.31^**	-0.08	0.20^***	-0.02	-0.06	-0.10
年龄2	0.43	0.50							1	-0.64^***	-0.16^**	-0.06	0.07	0.04	0.02
年龄3	0.35	0.48								1	-0.13^*	-0.07	-0.02	0.08	0.09
年龄4	0.03	0.18									1	-0.01	-0.08	-0.08	-0.04
教育背景1	0.20	0.40										1	-0.33^***	-0.42^***	-0.12^*
教育背景2	0.30	0.46											1	-0.54^***	-0.16^**
教育背景3	0.40	0.49												1	-0.20^***
教育背景4	0.06	0.23													1
注：^*表示P＜0.001，^表示P＜0.01，^*表示P＜0.05。

下载: 导出CSV

表 3 实验分析一线性回归结果

	品牌依恋	积极怀旧	消极怀旧	品牌依恋
	Model 1	Model 2	Model 3	Model 4
用户画像	0.51^**(0.14)	0.53^**(0.15)	0.43^**(0.13)	0.46^**(0.14)
积极怀旧				0.20^***(0.05)
消极怀旧				-0.12^*(0.06)
熟悉度	-0.12(0.06)	-0.08(0.06)	0.11(0.06)	-0.09(0.06)
性别	-0.14(0.13)	-0.15(0.14)	-0.10(0.12)	-0.12(0.13)
年龄1	-0.76(0.44)	0.16(0.46)	0.19(0.40)	-0.77(0.42)
年龄2	-0.71(0.40)	-0.03(0.42)	0.16(0.37)	-0.69(0.39)
年龄3	-0.96^*(0.41)	0.20(0.42)	0.23 (0.37)	-0.97^*(0.39)
年龄4	-0.46(0.50)	-0.83(0.53)	0.12(0.46)	-0.28(0.49)
教育背景1	0.52(0.48)	-0.20(0.50)	0.04 (0.44)	0.57(0.49)
教育背景2	0.47(0.47)	-0.04(0.50)	0.22(0.43)	0.51(0.46)
教育背景3	0.26(0.47)	-0.42(0.50)	0.27(0.43)	0.38(0.46)
教育背景4	0.62(0.55)	-0.35(0.57)	0.03(0.50)	0.70(0.53)
R²	0.076	0.083	0.062	0.134
F	2.471^**	2.697^**	1.981^*	3.926^***
N	342	342	342	342
注：^*表示P < 0.001，^表示P < 0.01，^*表示P < 0.05，括号中数值为标准误。

下载: 导出CSV

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