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	奖励能改变分享者原有的品牌至爱吗——奖励在体验分享中的影响研究
	杨德锋 ; 江霞 ; 赵平 ; Yang Defeng ; Jiang Xia ; Zhao Ping
	2016-03-30 ; 2016-03-30
关键词	分享现实 品牌体验 分享 奖励 品牌至爱 F273.2
其他题名	Can Rewarding- sharing Strengthen the sharers' Original Brand Love?The Effect of Rewarding-Sharing on Brand Love
中文摘要	本文从奖励分享角度探讨品牌体验分享行为对分享者本人原有品牌至爱的影响,并考察奖励水平、奖励类型及奖励来源对上述关系的影响。研究发现:(1)奖励体验分享有助于构建分享者的品牌至爱,奖励正面的体验分享对分享者本人的品牌至爱具有正向影响,奖励负面的体验分享可以减小分享者品牌至爱的负向变化,但是高低奖励水平的影响并不存在显著差异;(2)在正面分享情境下,精神奖励和物质奖励的影响无显著差异,在负面分享情境下,精神奖励的影响作用更大;(3)不管在正面还是负面分享情境下,与来自第三方的奖励相比,来自回应方的奖励对分享者的品牌至爱改变更大。; Providing rewards for consumers to encourage sharing experience with others has become a tendency among marketing managers in recent years, as rewards may affect the sharers' motivation of sharing. This article explores the effect of brand experience sharing on sharers' original brand love based on the theory of shared reality. In the study, we examine the different effects of the reward size, the reward types and the reward provider on consumers' brand love by three experiments. Experiment 1 is a 2� between-subjects experiment. In this experiment, we manipulate the type of brand experience(positive, negative) and reward size(larger, smaller, no reward). The results show that rewarding sharers' behavior of sharing brand experience is helpful to build sharers' brand love. On the one hand, rewarding the behavior of sharing positive brand experience has positive effect on sharers' brand love; on the other hand, rewarding the behavior of sharing negative brand experience reduce sharers' negative change in brand love. The difference between the smaller and larger reward conditions is not significant. Then we move on to experiment 2 and 3 to gain more insight into the effectiveness of reward. In experiment 2(2� between-subjects), we manipulate the type of brand experience(positive, negative) and reward type(material, spiritual, no reward), while in experiment 3(2� between-subjects), the type of brand experience(positive, negative) and reward provider(recipient, the third firm) are manipulated. The results of these two experiments demonstrate that in the context of positive experience sharing, the spiritual and material reward conditions have no significant difference. Nevertheless, in the context of negative experience sharing, the effect of spiritual reward is greater than that of material reward. Moreover, consumers' original brand love change greater when they are aware that the reward is provided by the recipient rather than the firm. The research enriches shared reality theory, expands the existing studies of brand experience and brand attitude, and reveals the formation mechanism of sharer's brand love. It also produces managerial implications on how to encourage consumers sharing experience with others as well as consumers' enhancement of brand love.
语种	中文 ; 中文
内容类型	期刊论文
源URL	[http://ir.lib.tsinghua.edu.cn/ir/item.do?handle=123456789/145513]
专题	清华大学
推荐引用方式 GB/T 7714	杨德锋,江霞,赵平,等. 奖励能改变分享者原有的品牌至爱吗——奖励在体验分享中的影响研究[J],2016, 2016.
APA	杨德锋,江霞,赵平,Yang Defeng,Jiang Xia,&Zhao Ping.(2016).奖励能改变分享者原有的品牌至爱吗——奖励在体验分享中的影响研究..
MLA	杨德锋,et al."奖励能改变分享者原有的品牌至爱吗——奖励在体验分享中的影响研究".(2016).

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