Original or counterfeit luxury fashion brands? The effect of social media on purchase intention
Original or counterfeit luxury fashion brands? The effect of social media on purchase intention
复制标题
原创还是假冒奢侈时尚品牌？
DOI：
10.1080/20932685.2017.1399079
复制
发表时间：
2018
影响因子：
3.8
通讯作者：
A. Mazzucchelli
中科院分区：
文献类型：
--
作者：
M. Morra;Valeria Gelosa;F. Ceruti;A. Mazzucchelli
摘要意大利是欧洲受假冒伪劣现象影响最严重的国家。在奢侈时尚品牌领域，社会化媒体营销（SMM）与消费者购买假冒产品意图之间的关系仍然很少被分析。这项开创性工作的目的是调查SMM通信，用户生成的内容（UGC）和公司创建的内容（FCC）对整体品牌资产（OBE）以及购买原创和假冒奢侈时尚品牌的意图的净影响。基于198名意大利本科生的研究结果表明，UGC对OBE和假冒产品的购买意愿都有积极影响，而原创奢侈时尚品牌的购买意愿受到OBE和FCC的积极影响。当用户对UGC的评价较低时，最后一种关系得到了证实。本研究对学术界和实务界都具有重要意义，拓展了影响奢侈时尚产品购买意愿的前因因素的范围。研究结果揭示了UGC作为一种工具，企业必须管理和监测，由于其调节作用，FCC和购买原始奢侈时尚品牌的意图之间的关系的基本作用。本研究有助于为社会化媒体品牌传播策略的制定提供启示。
Abstract Italy is the country most affected by the counterfeit phenomenon in Europe. In the field of luxury fashion brands, the relationship between social media marketing (SMM) and consumers’ intention to purchase counterfeit products is still little analyzed. The aim of this pioneering work is to investigate the net impact of SMM communication, user-generated content (UGC), and firm-created content (FCC), on overall brand equity (OBE) and on intention to buy original and counterfeit luxury fashion brands. Findings based on 198 Italian undergraduate students indicate a positive effect of UGC on both OBE and purchase intention of counterfeit products, while purchase intention of original luxury fashion brands is positively affected by OBE and FCC. The last relationship is confirmed when UGC register a low appreciation by users. This study is significant for both academics and practitioners, extending the scope of antecedents influencing the purchase intention of both original and counterfeit luxury fashion products. Findings reveal the fundamental role of UGC as a tool that firms have to manage and monitor due to their moderating effect in the relationship between FCC and intention to buy original luxury fashion brands. This study contributes to providing implications for developing social media brand communications strategies.