新质生产力背景下品牌营销中的非遗元素生成方式对消费者契合行为的影响
The Impact of the Generative Approach of Non-Heritage Elements on Consumer Engagement in Brand Marketing in the Context of New Qualitative Productivity

本文基于社会认同理论，构建了非遗元素生成方式对消费者契合行为的影响模型，通过3个实验探究了非遗元素生成方式(AIGC vs.非AIGC)对品牌契合行为的影响。研究发现，非遗元素生成方式使用非AIGC更能促进消费者品牌契合；感知品牌信任在非遗元素生成方式对消费者契合中发挥显著中介作用，且产品聚焦类型具有调节作用。具体而言，对于聚焦近感官的产品类型，非遗元素生成方式不使用AIGC会使消费者具有更强的感知品牌信任，从而产生积极的消费者契合行为。而对于聚焦远感官的产品类型，无论采用何种非遗元素生成方式，消费者的品牌契合行为均无显著影响，本文结论丰富了现有品牌营销中的非遗元素与感知品牌信任的相关理论框架，并为企业提升消费者品牌契合提供了创新思路和方法借鉴。
Leveraging social identity theory, this study develops a model to examine the impact of generative approach of non-heritage elements on consumer engagement. Through three experiments, this research explores the effects of non-heritage element generation approaches (AIGC vs. non-AIGC) on brand engagement. The results indicate that the non-AIGC method is more effective in enhancing consumer-brand engagement. Perceived brand trust significantly mediates the influence of non-heritage element generation approaches on consumer engagement, with the product focus type playing a moderating role. For products with a near-sensory focus, non-AIGC generation approach bolsters perceived brand trust, driving positive consumer engagement. Conversely, for far-sensory focused products, brand engagement is unaffected by non-heritage generation approaches. This study extends the theoretical framework on non-heritage elements and perceived brand trust in brand marketing and offers innovative strategies for businesses to boost consumer engagement.