Wang Lei, Wu Yuxin, Wan Yuming
College of Economics and Management, Northeast Agricultural University, Harbin, China.
Development Research Center of Modern Agriculture, Northeast Agricultural University, Harbin, China.
Front Psychol. 2022 Sep 2;13:922643. doi: 10.3389/fpsyg.2022.922643. eCollection 2022.
Drawing on the social exchange theory, this study adopted a cross-level framework to investigate the influence of consumer group communication on consumer product image perception and brand memory. In addition, this paper examined the moderating role of consumer group involvement in the cross-level relationship between consumer group communication and consumer product image perception. Based on a sample of 116 groups and 530 consumers, results revealed that consumer group communication has a significant positive influence on brand memory formation across levels. Consumer product image perception plays a cross-layer mediated role between consumer group communication and brand memory. Group involvement plays a cross-level negative moderating role between consumer group communication and consumer product image perception, and moderates the mediating role of consumer product image perception between consumer group communication and consumer brand memory across different levels. Finally this paper discussed implications for research and practice.
基于社会交换理论，本研究采用跨层次框架来考察消费者群体沟通对消费者产品形象感知和品牌记忆的影响。此外，本文还检验了消费者群体参与度在消费者群体沟通与消费者产品形象感知的跨层次关系中所起的调节作用。基于116个群体和530名消费者的样本，研究结果表明，消费者群体沟通对各层次品牌记忆的形成均有显著的正向影响。消费者产品形象感知在消费者群体沟通和品牌记忆之间起到跨层次的中介作用。群体参与度在消费者群体沟通与消费者产品形象感知之间起到跨层次的负向调节作用，并在不同层次上调节消费者产品形象感知在消费者群体沟通与消费者品牌记忆之间的中介作用。最后，本文讨论了该研究对理论和实践的启示。
