二次元趣缘群体中IP再创造产品口碑推荐行为的影响机制研究

Research on the Influence Mechanism of Word-of-Mouth Recommendation Behavior of IP Re-Created Products in 2-Dimensional Interest Group

摘要: 随着二次元文化逐渐被大众认可，许多企业选择二次元IP进行再创造，利用二次元群体对IP的热爱，企图找到营销创新点。二次元IP的核心要素是IP文化，再创造产品是IP文化的载体，二次元原生用户对IP的文化认同影响他们的口碑推荐行为。本文以心理所有权理论为基础，通过对二次元趣缘群体的研究发现，IP文化认同正向影响消费者的口碑推荐行为。对于下游产业衍生产品，消费者促进性心理所有权和防御性心理所有权起完全中介作用；对于上游内容授权产品，消费者防御性心理所有权起部分中介作用，促进性心理所有权没有中介作用。与其他研究不同的是，在二次元趣缘群体中，消费者的防御性心理所有权会促进口碑推荐行为。企业需要合理利用二次元趣缘群体的IP文化认同和心理所有权，对再创造产品进行口碑推荐。

Abstract: As 2-dimensional culture is gradually recognized by the public, many enterprises choose 2-dimen- sional IP for re-creation and try to find marketing innovation by using the 2-dimensional group’s love for IP. The core element of 2-dimensional IP is culture, and the re-created product is the carrier of IP culture. The cultural identity of 2-dimensional primary users to IP affects their word-of-mouth recommendation behavior. Based on the theory of psychological ownership, this paper finds that IP cultural identity has a positive impact on consumers’ word-of-mouth recommendation behavior. For the downstream industry derivatives, consumers’ promoting psychological ownership and defensive psychological ownership play a complete intermediary role; for upstream content authorization products, consumers’ defensive psychological ownership plays a partial intermediary role, while promotional psychological ownership has no intermediary role. Different from other studies, in the 2-dimensional interest group, consumers’ defensive psychological ownership will promote word-of-mouth recommendation behavior. Enterprises need to make rational use of the IP cultural identity and psychological ownership of the 2-dimensional interest group to recommend word-of-mouth for re-created products.