上海管理科学2017，Vol.39Issue(1)：36-41,6.
品牌体验对消费者反应的影响研究:自我建构和性别的调节作用
The Effect of Brand Experience on Consumer's Responses: The Moderating Effect of Self-construal and Gender
摘要
Abstract
Based on 207 surveys conducted by consumers with an actual monthly income of more than 10,000 RMB, this study explores the effect of brand experience of high-end brand on consumer's responses (purchase intention, willingness to pay, and forward intention), under new media circumstance. It further tests the hypotheses and the findings of empirical analysis show that brand experience has significant effect on consumer's responses. Meanwhile, self-construal and gender moderate the main effect.关键词
品牌体验/购买意愿/支付意愿/转发意愿/自我建构/性别Key words
Brand experience/Purchase intention/Willingness to pay/Forward intention/Self-construal/Gender分类
管理科学引用本文复制引用
许晟,余明阳,薛可,周光..品牌体验对消费者反应的影响研究:自我建构和性别的调节作用[J].上海管理科学,2017,39(1):36-41,6.基金项目
国家社会科学基金重点项目:互联网群体传播的管控方案与社会引导对策研究(15AZD054). （15AZD054）
