移动视频UGC如何影响品牌权益？——内容类型和信息框架的作用

财经论丛 ›› 2019, Vol. 35 ›› Issue (5): 83-93.

移动视频UGC如何影响品牌权益？——内容类型和信息框架的作用

汪旭晖, 李璐琳, 陈凤麟

(东北财经大学工商管理学院,辽宁大连 116025)

收稿日期:2018-04-18 出版日期:2019-05-10 发布日期:2019-05-15
作者简介:汪旭晖(1976-),男,辽宁大连人,东北财经大学工商管理学院教授,博士;李璐琳(1994-),女,四川西昌人,东北财经大学工商管理学院硕士生;陈凤麟(1993-),女,河南禹州人,东北财经大学工商管理学院硕士生。
基金资助:
国家自然科学基金资助项目(71672026)

How does Mobile Video UGC Affect Brand Equity?——the Role of Content Types and Message Framing

WANG Xuhui, LI Lulin, CHEN Fenglin

(School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

Received:2018-04-18 Online:2019-05-10 Published:2019-05-15

摘要/Abstract

摘要： 随着4G网络的普及和wifi覆盖率的提高,移动视频UGC已经成为影响品牌权益的新因素。本文基于信息框架和调节聚焦理论,验证移动视频UGC不同的内容类型与信息框架和调节聚焦形成匹配效应时,对品牌权益产生的影响,同时验证正面情绪唤起在移动视频UGC的内容类型与信息框架的匹配和品牌权益之间的中介作用。研究结果表明:移动视频UGC的内容类型和信息框架都对品牌权益产生影响,当信息导向型的视频与消极框架匹配时,会对品牌权益有更显著的正向作用;当娱乐导向型的视频与积极框架匹配时,会对品牌权益有更显著的正向作用。对促进聚焦的视频受众而言,娱乐导向—积极框架的视频会对品牌权益产生更加显著的正向影响;对防御聚焦的视频受众而言,信息导向—消极框架的视频会对品牌权益产生更加明显的正向影响。本研究不仅丰富了调节聚焦、框架效应的相关理论,而且对商家利用移动视频营销提升品牌权益具有较大的实践意义。

关键词: 移动视频UGC, 信息框架, 调节聚焦, 正面情绪唤起, 品牌权益

Abstract: With the popularization of the G network and the improvement of the WiFi coverage, the mobile video UGC has become a new factor that affects the brand equity. Based on the theory of the message framing and the regulatory focus, this article verifies the impact on the brand equity when the different content types and the message framing of the mobile video UGC form a matching effect with the regulatory focus as well as the mediating effect of the positive emotion arousal. The results show that both the content types and the message framing of the UGC affect the brand equity. When the information-oriented video matches the negative framing, it will have a more obvious positive effect on the brand equity. When thentertainment-oriented video matches the positive framing, it will have a more pronounced positive effect on the brand equity. For promotion-focus video audiences, the entertainment-oriented videos with a positive framing will have a more pronounced positive impact on the brand equity. For prevention-focus video audiences, the information-oriented videos with a negative framing will have a more significant positive impact on the brand equity. This research not only enriches the related theories of regulatory fit and framing effect, but also helps businesses use mobile video marketing to enhance their brand equity.

Key words: Mobile Video UGC, Message Framing, Regulatory Focus, Positive Emotions Arousal, Brand Equity

中图分类号:

F724.6

汪旭晖, 李璐琳, 陈凤麟. 移动视频UGC如何影响品牌权益？——内容类型和信息框架的作用[J]. 财经论丛, 2019, 35(5): 83-93.

WANG Xuhui, LI Lulin, CHEN Fenglin. How does Mobile Video UGC Affect Brand Equity?——the Role of Content Types and Message Framing[J]. , 2019, 35(5): 83-93.

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