CAJ | 학술논문

本文从奖励分享角度探讨品牌体验分享行为对分享者本人原有品牌至爱的影响，并考察奖励水平、奖励类型及奖励来源对上述关系的影响。研究发现：（1）奖励体验分享有助于构建分享者的品牌至爱，奖励正面的体验分享对分享者本人的品牌至爱具有正向影响，奖励负面的体验分享可以减小分享者品牌至爱的负向变化，但是高低奖励水平的影响并不存在显著差异；（2）在正面分享情境下，精神奖励和物质奖励的影响无显著差异，在负面分享情境下，精神奖励的影响作用更大；（3）不管在正面还是负面分享情境下，与来自第三方的奖励相比，来自回应方的奖励对分享者的品牌至爱改变更大。
본문종장려분향각도탐토품패체험분향행위대분향자본인원유품패지애적영향，병고찰장려수평、장려류형급장려래원대상술관계적영향。연구발현：（1）장려체험분향유조우구건분향자적품패지애，장려정면적체험분향대분향자본인적품패지애구유정향영향，장려부면적체험분향가이감소분향자품패지애적부향변화，단시고저장려수평적영향병불존재현저차이；（2）재정면분향정경하，정신장려화물질장려적영향무현저차이，재부면분향정경하，정신장려적영향작용경대；（3）불관재정면환시부면분향정경하，여래자제삼방적장려상비，래자회응방적장려대분향자적품패지애개변경대。
Providing rewards for consumers to encourage sharing experience with others has become a tendency among marketing managers in recent years, as rewards may affect the sharers＇ motivation of sharing. This article explores the effect of brand experience sharing on sharers＇ original brand love based on the theory of shared reality. In the study, we examine the different effects of the reward size, the reward types and the reward provider on consumers＇ brand love by three experiments. Experiment 1 is a 2-3 between-subjects experiment. In this experiment, we manipulate the type of brand experience （positive, negative） and reward size （larger, smaller, no reward）. The results show that rewarding sharers＇ behavior of sharing brand experience is helpful to build sharers＇ brand love. On the one hand, rewarding the behavior of sharing positive brand experience has positive effect on sharers＇ brand love; on the other hand, rewarding the behavior of sharing negative brand experience reduce sharers＇ negative change in brand love. The difference between the smaller and larger reward conditions is not significant. Then we move on to experiment 2 and 3 to gain more insight into the effectiveness of reward. In experiment 2 （2-3 between-subjects）, we manipulate the type of brand experience （positive, negative） and reward type （material, spiritual, no reward）, while in experiment 3 （2-2 between-subjects）, the type of brand experience （positive, negative） and reward provider （recipient, the third firm） are manipulated. The results of these two experiments demonstrate that in the context of positive experience sharing, the spiritual and material reward conditions have no significant difference. Nevertheless, in the context of negative experience sharing, the effect of spiritual reward is greater than that of material reward. Moreover, consumers＇ original brand love change greater when they are aware that the reward is provided by the recipient rather than the firm. The research enriches shared reality theory, expands the existing studies of brand experience and brand attitude, and reveals the formation mechanism of sharer＇s brand love. It also produces managerial implications on how to encourage consumers sharing experience with others as well as consumers＇ enhancement of brand love.