Wen Tao, Wang Ziwei, Wang Shuang
School of Economics and Management (School of Tourism), Dalian University, Dalian 116622, China.
Behav Sci (Basel). 2025 Feb 26;15(3):278. doi: 10.3390/bs15030278.
The study aims to explore the impact mechanism of brand ritual on online word-of-mouth communication, introducing the mediating variable-flow experience-and the moderating variable-consumer-brand relationship norms. The study uses the approach of the experimental research. In Experiment 1, with the watch as the experimental product and the advertisement as the online scene, 62 subjects in the pre-experiment and 132 subjects in the formal experiment are recruited to verify the main effect of brand ritual on online word-of-mouth communication. In Experiment 2, with the tea bag as the experimental product and the online press conference as the online scene, 73 subjects in the pre-experiment and 185 subjects in the formal experiment are recruited to verify the mediating role of flow experience in the impact of brand ritual on online word-of-mouth communication. In Experiment 3, with the scented candle as the experimental product and the promotional video of the e-commerce store as the online scene, 81 subjects in the pre-experiment and 269 subjects in the formal experiment are recruited to verify the moderating role of consumer-brand relationship norms in the impact of brand ritual on online word-of-mouth communication/flow experience. The results show that brand ritual is more effective in promoting online word-of-mouth communication than random action, flow experience plays a completely mediating role in the impact of brand ritual on online word-of-mouth communication, and consumer-brand relationship norms play a moderating role in the impact of brand ritual on online word-of-mouth communication/flow experience. The study not only reveals the impact mechanism of brand ritual on online word-of-mouth communication, but also provides strong guidance for companies to utilize brand ritual, flow experience, and consumer-brand relationship norms to promote online word-of-mouth communication.
本研究旨在探讨品牌仪式对网络口碑传播的影响机制，引入中介变量——流畅体验，以及调节变量——消费者-品牌关系规范。本研究采用实验研究方法。在实验1中，以手表为实验产品，以广告为网络场景，招募了62名预实验对象和132名正式实验对象，以验证品牌仪式对网络口碑传播的主效应。在实验2中，以茶包为实验产品，以网络新闻发布会为网络场景，招募了73名预实验对象和185名正式实验对象，以验证流畅体验在品牌仪式对网络口碑传播影响中的中介作用。在实验3中，以香薰蜡烛为实验产品，以电商店铺的促销视频为网络场景，招募了81名预实验对象和269名正式实验对象，以验证消费者-品牌关系规范在品牌仪式对网络口碑传播/流畅体验影响中的调节作用。结果表明，品牌仪式在促进网络口碑传播方面比随机行为更有效，流畅体验在品牌仪式对网络口碑传播的影响中起完全中介作用，消费者-品牌关系规范在品牌仪式对网络口碑传播/流畅体验的影响中起调节作用。本研究不仅揭示了品牌仪式对网络口碑传播的影响机制，还为企业利用品牌仪式、流畅体验和消费者-品牌关系规范来促进网络口碑传播提供了有力指导。
