Zong Yi, He Menghui
Postgraduate Office, Tianjin University of Commerce, Tianjin, China.
School of Management, Tianjin University of Commerce, Tianjin, China.
Front Psychol. 2022 Jun 9;13:873041. doi: 10.3389/fpsyg.2022.873041. eCollection 2022.
Against the backdrop of China's current dual-circulation paradigm, consumers have experienced the transition of their demands for products from price-driven needs to brand-driven needs. On the one hand, improving the value of consumer experience during brand building can enhance the exchanges and interactions between brands and consumers, facilitating the co-creation of value. On the other hand, the improvement of consumer experience can continuously strengthen the internal power of the construction of enterprise brand elements, and promote consumer-brand identity so as to constantly improve consumer purchase intention. In this study, we have taken consumers from the B2C market as the survey group while innovatively studying the impact imposed by brand elements on the purchase intention of consumers based on the experience value. In addition, we have established the theoretical framework of -- based on our analysis of the relationship between the aforementioned three factors. Through empirical research, we have elaborated on whether brand elements can improve consumers' purchase intention and whether the experience value can play an intermediary role. The research findings indicate that (1) the three dimensions of brand elements, namely, brand personality, brand value, and brand culture, can impose a significant positive impact on the purchase intention of consumers and experience value; (2) the specific parts of the experience value, namely, functional value, emotional value, social value, and service value, can impose a significant positive impact on the purchase intention of consumers; and (3) experience value can play an intermediary effect to some extent while brand elements influence the purchase intention of consumers.
在中国当前双循环发展格局的背景下，消费者经历了产品需求从价格驱动型向品牌驱动型的转变。一方面，在品牌塑造过程中提升消费者体验价值，能够增强品牌与消费者之间的交流与互动，促进价值共创。另一方面，消费者体验的提升能够不断强化企业品牌元素建设的内在动力，增进消费者与品牌的认同感，从而持续提升消费者的购买意愿。在本研究中，我们以B2C市场的消费者为调查对象，创新性地基于体验价值研究品牌元素对消费者购买意愿的影响。此外，在分析上述三者关系的基础上，我们构建了相关理论框架。通过实证研究，阐述了品牌元素能否提升消费者购买意愿以及体验价值是否起到中介作用。研究结果表明：（1）品牌元素的三个维度，即品牌个性、品牌价值和品牌文化，对消费者购买意愿和体验价值有显著正向影响；（2）体验价值的具体部分，即功能价值、情感价值、社会价值和服务价值，对消费者购买意愿有显著正向影响；（3）体验价值在品牌元素影响消费者购买意愿的过程中能起到一定的中介作用。
