随着电商直播的快速发展,品牌与消费者之间的互动模式发生了深刻变化,品牌忠诚度的提升成为企业竞争力的重要来源。本文从互动仪式链的视角出发,分析直播中提升品牌忠诚度存在的困境。研究发现,电商直播下的品牌忠诚度提升困境表现为:缺乏有效的品牌呈现,导致低度的群体认可;空洞的品牌直播互动,降低消费者与品牌间的情感连带;忽视对产品的感知体验,降低消费者对品牌的情感储备。针对以上问题,提出增强品牌忠诚度的策略:构建深度的品牌呈现,强化集体认同;创建自然有趣的直播互动仪式,强化消费者与品牌间的情感连带;提高消费者对品牌的感知力,激发积极的情感能量,从而在电商直播中提升品牌忠诚度,增强消费者与品牌间的情感联结。With the rapid development of e-commerce live streaming, the interaction mode between brands and consumers has undergone profound changes, and the enhancement of brand loyalty has become an important source of corporate competitiveness. This paper analyzes the existence of dilemmas in enhancing brand loyalty in live broadcasting from the perspective of interactive ritual chain. It is found that the brand loyalty enhancement dilemma under e-commerce live streaming is manifested as follows: the lack of effective brand presentation leads to a low degree of group recognition;empty brand live broadcasting interaction reduces the emotional connection between consumers and the brand;and the neglect of perceived product experience reduces the emotional reserve of consumers for the brand. To address the above problems, strategies to enhance brand loyalty are proposed: constructing in-depth brand presentation to strengthen collective recognition;creating natural and interesting live broadcast interactive rituals to strengthen the emotional connection between consumers and the brand;and improving consumers’ perception of the brand to stimulate positive emotional energy, so as
本文研究社交媒体情境下消费者价值共创对安踏品牌忠诚度的影响。首先梳理相关理论,将价值共创分为生产、消费、虚拟品牌社区领域,品牌忠诚度分为态度、行为、复合维度。接着分析各领域对安踏品牌忠诚度的影响:生产领域通过产品设计研发增强情感,促进购买和口碑传播,深化认知;消费领域在购买售后互动中提升体验,增加频率,塑造形象;虚拟品牌社区通过活动增强归属感,刺激购买,拓展认知。研究表明各领域在不同维度对品牌忠诚度有积极影响,为品牌战略的制定提供了参考。This paper examines the impact of consumer value co-creation on ANTA’s brand loyalty in the context of social media. Firstly, the relevant theories are sorted out, and value co-creation is divided into the fields of production, consumption, and virtual brand community, and brand loyalty is divided into attitude, behavior, and composite dimensions. Then, the impact of various fields on ANTA’s brand loyalty was analyzed: in the production field, product design and development enhanced emotion, promoted purchase and word-of-mouth communication, and deepened awareness;In the consumer field, the interaction between purchase and after-sales enhances the experience, increases the frequency, and shapes the image;Virtual brand communities enhance a sense of belonging, stimulate purchases, and expand awareness through activities. The research shows that each field has a positive impact on brand loyalty in different dimensions, which provides a reference for the formulation of brand strategy.
