智能交互对品牌依恋的影响机制研究

With the rising popularity of the Internet of Things technology, more and more customers are enjoying personalised, autonomous and optimised services provided by smart and connected objects. Drawing on the Stereotype Content Model, brand attachment, brand positioning and self-construal literature, the authors examine the impact of interaction form (e.g., voice-based, text-based, objects-dominated, and customer-participated) and interaction style (e.g., friend-like and engineer-like communication) on consumers' brand attachment with a series of laboratory and field experiments, which is mediated by brand warmth or brand competence. Furthermore, brand positioning and self-construal moderates the effect of the form and style of smart interaction on brand warmth, brand competence, and then brand attachment. Our contribution are (1) testing the real effect of different form and style of smart interaction on customer perception; (2) developing an integrative research framework of antecedents of brand attachment with the constructs of smart interaction, brand positioning, and self-construal; (3)employing lab and field experiment deliberately to enhance the external and internal validity. The findings from our research advance the understanding on Stereotype Content Model and brand attachment literature, and also provide insights into how the company can better construct brand equity through IoT technology.

随着物联网技术的兴起，越来越多的消费者能够享受智能互联产品提供的自动化、个性化和最优化的自助服务。本课题基于品牌影响模型、品牌依恋、品牌定位及自我构建等研究，通过一系列的实验室实验和现场实验，探讨语音主导型、文字主导型、机器引导型和顾客参与型的智能交互形式与朋友式和工程师式智能交互风格对品牌依恋的影响，以及品牌温度和品牌力度在其中的中介作用，同时也探讨了品牌定位与自我构建水平的调节作用。本研究的主要创新之处在于：（1）在智能交互环境中探讨了多种交互形式和风格对顾客感知的影响；（2）从交互场景、消费者特性和品牌特性匹配的角度探讨品牌依恋的决定因素；（3）结合运用实验室实验和实地实验，确保研究的内部效度和外部效度。课题研究的成果理论上丰富了品牌依恋影响因素的相关研究，同时也为致力于物联网和智能交互服务的企业提供了重要的参考。

本课题一直聚焦于尝试使用多场景、多行业和多方法来探讨社会交互模型在消费领域的应用和拓展，特别是非人员直接接触方式下互动内容与互动风格对消费行为的影响，基本的研究脉络是先关注非消费场景下的交易行为，再探讨消费场景下的非交易行为，最后研究消费场景下的交易行为。主要的研究结论有：（1）互动风格比互动内容对消费认知、情感和行为更能产生显著的影响，二者也会产生交互作用，实证检验和构建了社会交互理论。（2）友好型互动风格的支配性作用，更能激发消费者对品牌温度、力度的感知，进而对品牌产生依恋，更能引发消费者深层次的在线互动行为，更能促成消费者的重购意愿。这些研究对品牌刻板印象、顾客契合、自主行为激发理论都做出了有益的补充。（3）创新互动体验、正面肯定、信息匹配等互动内容也会对消费者的态度、行为产生一定的影响，丰富了顾客创新、正面强化和品牌评价方面的理论。