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首页> 外文期刊>Journal of Business Research >YouTube vloggers' influence on consumer luxury brand perceptions and intentions
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YouTube vloggers' influence on consumer luxury brand perceptions and intentions

机译：YouTube vlogger对消费者奢侈品牌认知和意图的影响

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摘要

This study examines how video blogs (vlogs) influence consumer perceptions of luxury brands. Using para-social interaction (PSI) and social comparison theory, this study proposes a model that assesses the influence of physical attractiveness, social attractiveness, and attitude homophily of video blogger (vlogger) on PSI; and PSI effects on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-imagery fit) and luxury brand purchase intentions. Study 1 tests the hypothesized model using structural equation modeling (SEM). Results supported the proposed model. Using within-subject design by comparing pre- and post-luxury perceptions, Study 2 finds luxury brand perceptions were significantly increased after watching vlog and increases were moderated by PSI with the vlogger. Study 3 investigated vlog effects on luxury brand perceptions and purchase intentions using between-subject design. Results show that luxury brand perceptions and purchase intentions for the experimental groups, who watched vlogs reviewing luxury products, were higher than control group, who did not watch vlog. Overall, the findings generally support for PSI as a brand management tool and the use of YouTube for positive perceptions of luxury brands. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究研究了视频博客（vlog）如何影响消费者对奢侈品牌的看法。这项研究使用超社会互动（PSI）和社会比较理论，提出了一个评估视频博客（vlogger）的身体吸引力，社会吸引力和态度同质性对PSI的影响的模型。和PSI对奢侈品牌认知度（即品牌奢侈品，奢侈品品牌价值和品牌用户形象匹配）和奢侈品购买意图的影响。研究1使用结构方程模型（SEM）测试了假设模型。结果支持了提出的模型。研究2使用受试者内部设计，通过比较豪华前后的奢侈品认知，发现观看vlog后，奢侈品牌的认知显着增加，而PSI通过vlogger抑制了奢侈品品牌的感知。研究3使用主题间设计调查了vlog对奢侈品牌认知和购买意图的影响。结果表明，观看视频博客评论奢侈品的实验组对奢侈品牌的认知和购买意愿要高于不观看视频博客的对照组。总体而言，调查结果普遍支持PSI作为品牌管理工具，并支持YouTube对奢侈品牌的正面评价。 （C）2016 Elsevier Inc.保留所有权利。

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  • 来源
    《Journal of Business Research》 |2016年第12期|5753-5760|共8页
  • 作者

    Lee Jung Eun; Watkins Brandi;

  • 作者单位

    Virginia Polytech Inst & State Univ, Dept Apparel Housing & Resource Management, Coll Liberal Arts & Human Sci, 295 W Campus Dr, Blacksburg, VA 24061 USA;

    Virginia Polytech Inst & State Univ, Virginia Tech, Dept Commun, Coll Liberal Arts & Human Sci, Mail 181 Turner St NW, Blacksburg, VA 24061 USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Para-social interaction; Luxury; Vlog; Vloggers;

    机译：社交互动;奢侈品;Vlog;Vloggers;

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