중국 라이브 쇼핑정황에서 브랜드 카리스마와 행위의도에 대한 역동적 본성

초록

Brand charisma is useful in triggering consumer behavioral intentions, whereas a question remains as to whether the impact of brand charisma is still stable over time. In the Chinese live shopping context, this study explores how changes in sub-dimensions of brand charisma affect the relationship between brand charisma and behavioral intentions over time. Using two time-lag interval design, our results show that the brand charisma-behavioral intention linkage decreases over time. Such decrease is consistent with the decrease of sub-dimensions’ weights. More specifically, symbolism, association, identification, and attention were significant in T1, but all weights decreased in T2. Particularly in T2, both association and identification were not significant. In contrast, although both symbolism and attention were weighted down, these weights were positively significant. Finally, all carryover effects (e.g., brand charisma and behavioral intentions) were significant. In line with these observations, we provide theoretical and practical insights and discuss limitations and future research directions.

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