分 类 号：C939密级：公开
论文编号： 2019020623
贵 州 大 学
2022 届硕士研究生学位论文
品牌真实性对消费者口碑推荐意愿的影响研究
学科专业：企业管理
研究方向： 营销管理与物流供应链管理
导 师： 张勇
研 究 生： 魏梦琴
中国﹒贵州﹒贵阳
2022 年 5 月
硕士学位论文答辩委员会名单
品牌真实性对消费者口碑推荐意愿的影响研究
答辩人：魏梦琴
答辩委员会委员：
贵州大学 周莉莉 教授（主席）
贵州财经大学 倪瑛 教授
贵州大学 林岚涛 教授
贵州大学 王茂春 教授
贵州大学 邢文杰 副教授
答辩秘书：龚潇潇副教授
答辩时间：2022 年 5 月 22 日
答辩地点：管理学院
摘要
近年来，尽管市场监管部门严厉打击造假行为，但在利益的驱使下，虚假宣
传、虚假销售等仍屡禁不止，部分品牌在消费群体之间的口碑质量不断下降。体
验经济背景下，真实性逐渐成为消费者选择品牌的理想特征，企业如何利用品牌
真实性提升消费口碑推荐意愿已成为当前亟需解决的问题。
现有研究表明，品牌真实性能够显著提升消费者的购买意愿、口碑传播意愿
和抵制竞争品牌意愿，但更多是从品牌信任和品牌认同的角度出发，少有考虑品
牌依恋的作用。品牌依恋是消费者对品牌的认知和情感联结，能够有效预测和解
释消费者的行为反应。因此，本研究以手机品牌为例，依据“认知-情感-行为”
理论，构建了以品牌真实性的四个维度——连续性、正直性、可信性和象征性为
自变量，口碑推荐意愿为因变量，品牌依恋为中介变量，品牌熟悉度为调节变量
的理论模型，探究品牌真实性影响消费者口碑推荐意愿的中间机制和作用边界。
通过问卷调查收集数据，借助 SPSS22.0 和 AMOS25.0 对研究模型展开实证
分析，结果发现：（1）品牌真实性的连续性维度、正直性维度、可信性维度和象
征性维度显著正向影响口碑推荐意愿和品牌依恋，其中品牌可信性对口碑推荐意
愿和品牌依恋的影响强度最大；（2）品牌依恋在品牌真实性四个维度与口碑推荐
意愿之间发挥部分中介作用；（3）品牌熟悉度在品牌连续性、正直性、可信性与
口碑推荐意愿之间起显著正向调节作用，但在品牌象征性与口碑推荐意愿之间的
调节作用不显著。本研究丰富了品牌真实性和口碑推荐意愿的理论成果，对企业
打造真实性品牌，提升消费者口碑推荐意愿具有一定的参考价值。
关键词：品牌真实性；口碑推荐意愿；品牌依恋；品牌熟悉度
I
ABSTRACT
Recently, the supervision department of the market has severely cracked down on
counterfeiting, but driven by interests, false propaganda and false sales are still repeated,
which causes the quality of brand reputation among consumers to be constantly
decreasing. In the context of the experience economy, authenticity has gradually
become an ideal feature for consumers to choose brands. How to use brand authenticity
to enhance consumers; word-of-mouth referral willingness has become an urgent
problem to be solved.
The current research showed that brand authenticity can significantly affect
consumers; purchase intention, positive word-of-mouth communication intention and
resistance to competitive brands. However, existing studies are mostly from the
perspective of brand trust and brand identity, and seldom consider the role of brand
attachment. Brand attachment is the cognitive and emotional self-connection between
consumers and brands, which can effectively predict and explain consumers; behavior
and responses. Therefore, taking the mobile phone brand as an example and according
to the theory of “cognition-emotion-behavior”, the study constructs a theoretical model
to explore the mediating mechanism and boundary of brand authenticity influencing
word-of-mouth referral willingness. In the theoretical model, four dimensions of brand
authenticity including continuity, integrity, credibility and symbolism play the role of
independent variables, word-of-mouth referral willingness plays the role of the
dependent variable, brand attachment plays the role of the mediating variables, brand
familiarity plays the role of the moderating variable.
After collecting data by questionnaire survey, the study uses SPSS22.0 and
AMOS25.0 to conduct empirical analysis, and it is found that: (1) The continuity,
integrity, credibility and symbolism dimension of brand authenticity significantly and
positively influence consumers; word-of-mouth referral willingness and brand
attachment, among which credibility plays a decisive role. (2) Brand attachment plays
a partial mediating role between four dimensions of brand authenticity and consumers;
word-of-mouth referral willingness. (3) Brand familiarity plays a positive moderating
II
role between continuity, integrity, credibility and word-of-mouth referral willingness,
but does not have a significant moderating effect between symbolism and word-of-
mouth referral willingness. The study has enriched the theoretical results of brand
authenticity and word-of-mouth referral willingness, and has certain reference value for
enterprises to build authentic brands and improve consumers; word-of-mouth referral
willingness.
Key words: Brand authenticity, Word-of-mouth referral willingness,
Brand attachment, Brand familiarity
III