| 数字游戏化信息呈现对消费者品牌态度的影响机制研究 |
| Research on the Influence of Digital Gamified Information Presentation on Consumers’ Brand Attitudes |
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| 中文关键词:数字游戏化信息呈现 对话价值 消费者创新性 品牌态度 |
| 英文关键词:digi tal gamifi ed information presentation conversation value consumer innovative brand attitude |
| 基金项目:天津市哲学社会科学规划研究项目（TJGL24-006）；尼山世界儒学中心/ 中国孔子基金会课题基金项目（23JDTCA072）；内蒙古自治区中国特色社会主义理论体系研究中心课题（2024ZZB016）；国家社会科学基金后期资助重点项目（21FMZA002）；国家社会科学基金教育类一般课题（BMA180038）；内蒙古财经大学自治“五大任务”研究专项重点项目（NCXWD2402）。 |
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| 中文摘要: |
| 数字游戏化信息呈现作为数字技术催生的新兴形式有助于品牌价值创造。基于有限注意力模型，采用实验研究的方法探讨了数字游戏化信息呈现对消费者品牌态度的影响及其作用机制。研究发现：数字游戏化信息呈现能够正向影响消费者的品牌态度，对话价值在上述影响中起中介作用。同时，数字游戏化信息呈现对品牌态度的影响受到消费者创新性的调节。研究结果弥补了以往相关研究之不足，同时为数字背景下的企业营销实践提供积极指导。 |
| 英文摘要: |
| Digital gamifi ed information presentation, as an emerging form catalyzed by digital technologies, facilitates brand value creation. Base d on the Limited-Capacity Model of Attention, this paper discusses the internal mechanism and boundary conditions of the influence of digital gamified information presentation on consumers’ brand attitude. Through three groups of experimental studies, this paper finds that digital gamified information presentation can indeed improve consumers’ brand attitude, and the conv ersation value mediates the infl uence of the digital gamifi ed information presentation on brand attitude. At the same time, the infl uence of digital gamifi cation information presentation on brand attitude is moderated by consumer innovation. That is to say, for consumers with high innovation, digital gamifi ed information presentation can meet their psychological needs of seeking novelty and seeking difference, strengthen the dialogue value, and thus positively influence consumers’ brand attitude. This paper makes up for the defi ciencies of previous studies, and has some guiding signifi cance for enterprise marketing. |
| 刘培,孙国辉,陶克涛,刘田田.数字游戏化信息呈现对消费者品牌态度的影响机制研究[J].科学决策,2025,(04):180~192 |
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