Research On The Influence Of User-Generated Brand Images On Other Consumers’ Brand Attitude In The Context Of Social Commerce

Based on the Stimulus-Organism-Response Theory and Social Influence Theory,this paper constructs a research model of the influence of user-generated brand image on other consumers’ brand attitude under the background of social commerce.Through scientific and rigorous experimental design and data analysis,this paper explores the influence of two common types of user-generated brand image on other consumers’ brand attitude,clarifies the psychological mechanism and boundary conditions of the influence.Specifically,Study 1verifies that there are differences in the influence of brand selfies and consumer selfies on the brand attitude of other consumers.Compared with browsing consumer selfies,other consumers have a more positive brand attitude when browsing selfies.Study 2 verifies the mediating effect of psychological ownership in the process of user-generated brand image categories affecting other consumers’ brand attitude.The results show that compared with browsing consumer selfies,other consumers have more positive psychological ownership perception when browsing brand selfies,which then affects their brand attitude.Study 3verifies the moderating role of brand familiarity in the process of users generating brand image categories affecting other consumers’ brand attitudes.For brands with high familiarity,compared with browsing consumer selfies,other consumers have a more positive brand attitude when browsing brand selfies.For brands with low familiarity,other consumers have a positive brand attitude when browsing brand selfies compared with browsing consumer selfies.In Study 3,to enhance the significance of enterprise marketing practice,the study further explores the influence of user-generated brand images on other consumers’ purchase intention.The results show that compared with consumer selfies,browsing brand selfies has a more positive impact on other consumers’ purchase intention.Psychological ownership and brand attitude play a chain mediating effect in the influence of user-generated brand images on other consumers’ purchase intention.This paper not only expands the research perspective of the user-generated content field,enriches the research model and research results of the user-generated brand image field,but also provides feasible suggestions for the marketing practice of social commerce enterprises.