| A variety of e-commerce sites,UGC communities continue to emerge,for consumers and users to speak online and generate a variety of content to provide opportunities and platforms.In 2015,mobile video became an important tool that Internet companies use to attract and retain users,with the rise of video that quickly responds to user-fragmented reading.With the mobile 4G traffic function is becoming increasingly popular,mobile phone anytime,anywhere with video recording their own life function is also popular,the user published video into geometric growth,information explosion era,most of the video showing long tail distribution,The former bloggers or net red will be more fans concerned,and most consumers published the video is the most heavy sea,entertain themselves.There are a lot of video when there is a lot of video on the user to start their own products,according to the study,consumers are usually more preference for users(that is,non-business generated content),then,how business through a strategic guide to users about their own concerns Brand of video,affecting the rest of the consumer,which indirectly expand the brand equity?Based on the information frame and the focusing theory,this paper validates the influence of the different mobile video UGC video types on the brand equity when the matching effect is formed with the information frame and the adjustment focus,and verifies the mediating effect of the positive emotion evoked.First of all,on the basis of reviewing the literature,a research framework of the impact of mobile video UGC on brand equity is formed.Secondly,by dividing the video type of the moving video UGC into information-oriented and entertainment-oriented,it matches the information frame(positive/negative)of the video to form four sets of videos,and then start the situational adjustment experiment,Objects are divided into video audiences that promote targeted video audiences and prevent targeting.Using the experimental design of 2(video type)*2(information frame)*2(adjusting focus),the juicer was used as the brand in the video,and the university students were selected as the experimental object to collect the data.This experiment examines how the matching of the video type of the mobile video UGC to the information frame will have the greatest impact on the brand equity,and the adjustment of the focus condition as the adjustment variable is used to test the matching effect.The results show that:firstly,the video type and information frame of the mobile video UGC all have an impact on the brand's rights.When the information-oriented video matches the negative frame,it will have a more obvious positive effect on the brand equity.Type video and the positive framework to match,the brand equity will have a more obvious positive effect;Secondly,the video type and information frame of the two matching situation for the object of research,to promote targeted video audience,the entertainment-oriented-the positive framework of the video will have a more significant positive impact on brand equity;for the prevention of targeted video audience,the information-oriented-negative framework of the video will have a more significant positive impact on brand equity;Finally,positive emotions evoke When the mobile video UGC video type matches the information frame,it plays a mediating role between the match and the brand equity.The above research results enriched the research results of UGC and put forward some suggestions to improve the quality and spread of UGC in mobile video.In addition,this article considers some limitations,so in the future can focus on the video characteristics of mobile video UGC from the perspective of research,consider the effect of different product types,the case of different product types,the applicability of the theory,the existing theory Depth development,in addition you can also study the impact of user motivation on the type of video generation and brand equity,to further enrich and expand the existing research. |
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