品牌个性对电子口碑的影响研究：与品牌至爱、消费者个性、品牌经验分享的内在联系

Research on the Influence of Brand Personality on E-Word-of-Mouth: The Internal Relationship with Brand Love, Consumer Personality and Brand Experience Sharing

摘要: 2016年，中国移动互联网知识付费行业兴起，即Knowledge payment。因为中国的国情与国外有别，对于“知识产权”的看法和管理不同，才会在中国衍生出这个独特的互联网领域。本文选取“得到”品牌为对象，研究其消费者对此品牌的个性和品牌至爱情感的作用，最终如何生成电子口碑。并且验证了消费者个性和品牌体验分享在其中的调节作用。研究针对“得到”用户发放电子问卷，获得480份研究数据，分析得出结论：品牌个性中的胜任特质对其品牌至爱没有作用；和悦性和神经质的消费者则强化胜任和真诚对品牌至爱的作用，反之，开放性、谨慎性及外向性则不能；另外，品牌至爱对电子口碑的作用也具有正向影响，品牌体验分享则是对它们关系的强化。

Abstract: In 2016, China’s mobile Internet Knowledge payment industry emerged, that is, knowledge payment. Because China’s national conditions are different from foreign countries, the different views and management of “intellectual property rights” have derived this unique Internet field in China. In this paper, we choose “Get” brand as the object to study its consumer personality and the role of brand affection, and finally, how to generate electronic word-of-mouth. The moderating effect of consumer personality and brand experience sharing is also verified. The study is conducted on the electronic questionnaires distributed to the users of “Get”, and 480 pieces of research data are obtained, and the analysis concludes that competence in brand personality has no effect on brand love; agreeable and neurotic consumers strengthen the role of competence and sincerity on brand love, whereas openness, prudence and extroversion do not. In addition, brand love also has a positive impact on the role of e-word-of-mouth, and brand experience sharing strengthens their relationship.