社交媒体情境下消费者价值共创对品牌忠诚度的影响研究——以安踏为例

Research on the Impact of Consumer Value Co-Creation on Brand Loyalty in the Context of Social Media—A Case Study of ANTA

摘要: 本文研究社交媒体情境下消费者价值共创对安踏品牌忠诚度的影响。首先梳理相关理论，将价值共创分为生产、消费、虚拟品牌社区领域，品牌忠诚度分为态度、行为、复合维度。接着分析各领域对安踏品牌忠诚度的影响：生产领域通过产品设计研发增强情感，促进购买和口碑传播，深化认知；消费领域在购买售后互动中提升体验，增加频率，塑造形象；虚拟品牌社区通过活动增强归属感，刺激购买，拓展认知。研究表明各领域在不同维度对品牌忠诚度有积极影响，为品牌战略的制定提供了参考。

Abstract: This paper examines the impact of consumer value co-creation on ANTA’s brand loyalty in the context of social media. Firstly, the relevant theories are sorted out, and value co-creation is divided into the fields of production, consumption, and virtual brand community, and brand loyalty is divided into attitude, behavior, and composite dimensions. Then, the impact of various fields on ANTA’s brand loyalty was analyzed: in the production field, product design and development enhanced emotion, promoted purchase and word-of-mouth communication, and deepened awareness; In the consumer field, the interaction between purchase and after-sales enhances the experience, increases the frequency, and shapes the image; Virtual brand communities enhance a sense of belonging, stimulate purchases, and expand awareness through activities. The research shows that each field has a positive impact on brand loyalty in different dimensions, which provides a reference for the formulation of brand strategy.