摘要
在激烈的市场竞争中,品牌音乐作为一种有效的营销工具,对消费者购买意愿的影响愈发受到重视。本文旨在探讨品牌音乐在时间距离及商品类型的调节作用下对消费者购买意愿的影响。通过三因素混合实验设计,本文发现品牌音乐对消费者购买意愿具有显著影响,而商品类型对品牌音乐对消费者购买意愿的影响具有调节作用,快节奏的音乐更能促进享乐型商品的购买意愿,而慢节奏音乐则能显著提升实用型商品的购买意愿。此外,时间距离作为调节变量,对品牌音乐与购买意愿的关系起重要作用。品牌音乐、时间距离和商品类型的交互作用显著,远时间距离下慢节奏音乐对实用型商品购买意愿的提升更为显著。基于此,本文提出了针对性营销策略建议,即在不同的时间距离和商品类型的营销活动中,合理选择品牌音乐,以提高消费者的购买意愿,实现品牌价值提升。
In the fierce market competition,the influence of brand music,as an effective marketing tool,on consumers’purchase intention has been paid more and more attention.This paper aims to explore the influence of brand music on consumers’purchase intention under the moderation of time distance and product type.Through the three-factor mixed experimental design,this paper found that brand music has a significant impact on consumers’purchase intention.The product type has a moderating effect on the influence of brand music on consumers’purchase intention.Fast-paced music is more likely to promote willingness to purchase hedonic products,while slow-paced music significantly increases willingness to purchase utilitarian products.In addition,time distance,as a moderating variable,plays an important role in the relationship between brand music and purchase intention.The interaction among brand music,time distance,and product type is significant,and the increase of slow-paced music on the purchase intention of utilitarian products is more significant at a long time distance.Based on this,the paper proposes targeted marketing strategy recommendations,namely selecting appropriate brand music in marketing activities across different temporal distances and product types to enhance consumers'purchase intentions and ultimately elevate brand value.
作者
张浩舒
孙晓强
Zhang Haoshu;Sun Xiaoqiang(Yunnan University of Finance and Economics,Kunming,Yunnan 650221)
出处
《中国商论》
2025年第8期91-95,共5页
China Journal of Commerce
关键词
品牌音乐
时间距离
消费者购买意愿
享乐型商品
实用型商品
brand music
time distance
consumer purchase intentions
hedonic products
utilitarian products
