数字化平台如何激活老字号品牌依恋？——基于天津食品餐饮类老字号的fsQCA组态分析

摘要: 在数字化平台重构消费者决策路径的背景下，老字号品牌面临文化符号稀释与情感连接重建的双重挑战。本研究以天津市16家食品餐饮类中华老字号品牌为对象，基于大众点评平台的8.7万条用户生成内容数据，采用模糊集定性比较分析(fsQCA)方法，系统考察口碑、情感倾向、群体认同、卷入度、价值让渡与品牌影响力六项前因条件如何协同驱动高品牌依恋与非高品牌依恋的形成。研究发现：1) 存在5条高品牌依恋的等效驱动路径与3条非高品牌依恋的等效抑制路径，证实了品牌依恋形成的“多重并发因果”与“殊途同归”特征；2) 价值让渡与情感倾向可构成双核驱动组合，替代品牌影响力等要素的缺失，多边缘条件的协同也能驱动高品牌依恋；3) 高与非高品牌依恋的驱动机制呈现因果非对称性。研究构建了“平台–行为–品牌”整合分析框架，拓展了品牌依恋理论在老字号数字化转型情境中的应用，为老字号企业分类施策、优化线上品牌管理提供了实践启示。

Abstract: Against the backdrop of digital platforms reshaping consumer decision-making paths, time-honored brands face the dual challenges of cultural symbol dilution and the reconstruction of emotional connections. This study takes 16 Chinese time-honored food and catering brands in Tianjin as research objects, based on 87,000 pieces of user-generated content data from Dianping platform, and employs fuzzy-set Qualitative Comparative Analysis (fsQCA) to systematically examine how six antecedent conditions—reputation, emotional tendency, group identity, involvement, value delivery, and brand influence—synergistically drive the formation of high and non-high brand attachment. The findings reveal: 1) Five equivalent driving paths for high brand attachment and three equivalent inhibiting paths for non-high brand attachment, confirming the characteristics of “multiple concurrent causality” and “equifinality” in brand attachment formation; 2) Value delivery and emotional tendency can form a dual-core driving combination that substitutes for the absence of brand influence, and the synergy of multiple peripheral conditions can also drive high brand attachment; 3) The driving mechanisms of high and non-high brand attachment exhibit causal asymmetry. This study constructs an integrated “platform-behavior-brand” analytical framework, extends the application of brand attachment theory to the digital transformation context of time-honored brands, and provides practical implications for time-honored enterprises to adopt category-based strategies and optimize online brand management.