CAJ | 학술논문

基于分享现实理论，探讨体验分享中社会联结、假想观众对分享者本人原有品牌至爱的影响，以及他人回应分歧性对上述影响关系的调节作用。结果发现：（1）分享品牌体验有助于构建品牌至爱，分享正面品牌体验对分享者本人的品牌至爱具有正向影响；（2）对低社会联结或高假想观众的分享者来说，当他人回应存在分歧时，其原有品牌至爱的改变更大；（3）对高社会联结或低假想观众的分享者而言，他人回应中立和他人回应存在分歧对其原有品牌至爱的影响没有显著差异。
기우분향현실이론，탐토체험분향중사회련결、가상관음대분향자본인원유품패지애적영향，이급타인회응분기성대상술영향관계적조절작용。결과발현：（1）분향품패체험유조우구건품패지애，분향정면품패체험대분향자본인적품패지애구유정향영향；（2）대저사회련결혹고가상관음적분향자래설，당타인회응존재분기시，기원유품패지애적개변경대；（3）대고사회련결혹저가상관음적분향자이언，타인회응중립화타인회응존재분기대기원유품패지애적영향몰유현저차이。
Brand love is the emotional attachment, passion and commitment a consumer has for a particular brand. This concept stresses the lover relationship between consumer and brand. People always say,“Happiness shared doubled and sadness shared halved”. Sharing brings important experience to other people; meanwhile, the sharing process also strengthens the sharers’ prior experience as well. Previous researches show that others’ congruent responses can enhance a person’s enjoyment of shared experiences;conversely, incongruent responses can reduce such enjoyment. However, few studies have examined the impact of divergence of others’ responses in the brand experience sharing and the effect of consumers’ social relationship perception on the change of their brand attitudes. Therefore, the present study examines how sharing brand experience influences sharers’ prior brand love and explores the interactive effects of others’ responses and social relationship perception （i.e., social connectedness and imaginary audience） on brand love in the context of experience sharing. Two experimental studies are conducted to examine the above effects. Experiment 1 explores the effect of brand experience sharing on sharers’ prior brand love. Experiment 2 examines the interactive effect between divergence of others’ responses and consumers’ social relationship perception on sharers’ prior brand love. The results show that：（1） brand experience sharing is conducive to building sharers’ brand love. Compared with non-sharing, sharing positive experience has a positive effect on sharers’ brand love;（2） The speakers, who are at either the lower level of social connectedness or at the higher level of imaginary audience, experience greater changes in their original brand love when others’ responses are divergent than such responses are neutral;（3） The speakers, who are either at the higher level of social connectedness or at the lower level of imaginary audience, experience similar changes of their love toward original brand, whether others’ responses are divergent or neutral. The research results provide us new insights into the research about brand experience sharing and brand love from the perspective of sharing by showing the moderating effects of divergence of others’ responses on the relationship between consumers’ social relationship perception （i.e., social connectedness and imaginary audience） and the changes of their original brand love. Besides the theoretical contributions, this study further provides some important implications for managers in inducing consumers to share positive brand experience.