华东师范大学学报(哲学社会科学版) >

2020 , Vol. 52 >Issue 6: 164 - 177

DOI: https://doi.org/10.16382/j.cnki.1000-5579.2020.06.016

国家品牌战略研究

何类故事更有助于提升网络直播中的民族品牌自信？——兼论文化置换的中介作用和时间焦虑的调节作用

  • 郭锐 ,
  • 叶咏清 ,
  • 罗杨 ,
  • 陶岚
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  • 1 中国地质大学(武汉)经济管理学院;
    2 珠宝首饰传承与创新发展研究中心(430074);
    3 中国地质大学(武汉)外语学院
郭锐,中国地质大学(武汉)经济管理学院、珠宝首饰传承与创新发展研究中心教授(430074);叶咏清,中国地质大学(武汉)外语学院本科生

网络出版日期: 2020-11-23

基金资助

国家自然科学基金项目"品牌自信视角下中国民族品牌的品牌国际化战略和影响机制研究"（项目编号：71772168）；湖北省高等学校人文社会科学重点研究基地珠宝首饰传承与创新发展研究中心开放基金（项目编号：CJHIXM-01-202001；文章编号：CJHIWZ-01-202001）。

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Which Kind of Stories Are More Helpful to Enhancing the National Brand Confidence in Webcast: Also on the Mediating Effect of Cultural Transportation and Regulating Effect of Time Anxiety

  • GUO Rui ,
  • YE Yong-qing ,
  • LUO Yang ,
  • TAO Lan
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Online published: 2020-11-23

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摘要

打造中国的世界名牌已上升到国家战略层面，而利用中国传统文化优势，以文化塑造品牌，或可成为中国民族品牌发展的突破口。但是，已有研究却较少关注如今网络直播热潮下民族品牌的品牌自信发展新渠道。有鉴于此，以民族品牌为研究对象，从品牌故事视角，引入文化置换和解释水平理论，通过两个实验，探究网络直播品牌故事类型对民族品牌自信的影响，以及其中的时间焦虑的调节作用和文化置换的中介作用，其结果表明：相对于消费者使用经验故事，品牌文化情感故事通过文化置换更易让消费者感知到更高的民族品牌自信，且时间焦虑对民族品牌自信的感知有调节作用。上述结论拓展了当前对民族品牌自信的研究，也为网络直播热潮下打造自信的民族品牌提供了实践指导。

关键词： 民族品牌; 网络直播; 品牌自信; 品牌故事; 文化置换; 时间焦虑

本文引用格式

郭锐 , 叶咏清 , 罗杨 , 陶岚 . 何类故事更有助于提升网络直播中的民族品牌自信？——兼论文化置换的中介作用和时间焦虑的调节作用[J]. 华东师范大学学报(哲学社会科学版), 2020 , 52(6) : 164 -177 . DOI: 10.16382/j.cnki.1000-5579.2020.06.016

Abstract

In response to the central government's call for Chinese brand building and cultural confidence, it is urgent to use Chinese traditional culture to build national brand confidence, which may become a breakthrough for the development of Chinese national brands. However, current research has paid little attention to the development of new channels for the national brand confidence under the current craze of livestreaming. Combining the theory of cultural replacement and construal level theory to examine two experiments, this paper investigates the influence of the type of a livestreaming brand story on brand confidence, as well as the moderating effect of time anxiety and the mediating effect of cultural replacement. The results show that compared with consumer experience stories, emotional stories of brand culture are more likely to make consumers feel higher national brand confidence with the effect of cultural transportation, and time anxiety has a moderating effect on the perception of national brand confidence. This study expands the current research on brand confidence of national brands, and also provides practical guidance for building national brands with brand confidence under the craze of livestreaming.

Key words： national brand; livestreaming; brand confidence; brand story; cultural transportation; time anxiety

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