Research On The Impact Mechanism Of Social Crowding On Consumer Brand Attachment

Social crowding can lead to negative impacts such as consumer product evaluation or service satisfaction decline.However,existing research shows that social crowding can sometimes have a positive impact on consumer behavior.Perceiving crowded conditions will prevent consumers from communicating with others,which may prompt consumers to increase the degree of brand attachment to achieve the replacement of the need to maintain their basic sense of belonging.This is the subject of this study.Under the combined effect of the continuous increase of urban population and the continuous development of social economy in our country,social crowding has become the normal state of people's lives.Therefore,it is necessary to study the impact of social crowding on consumer brand attachment,This provides more targeted and effective suggestions for companies to improve brand marketing efficiency.This study takes social crowding as the research background,and based on domestic and foreign research,sorts out the relationships between variables and builds a theoretical model of social crowding on consumer brand attachment.In order to study the boundary conditions of social crowding on brand attachment,Introduce selfconstrual as moderating variables and introduce sense of need of belonging as mediating variables,and put forward corresponding research hypotheses.In order to verify the research hypothesis,this article uses three experimental designs,adopts a questionnaire survey method,collects data through online surveys and offline surveys,uses SPSS 25.0software to conduct empirical analysis of the samples,The analysis of variance and the analysis of mediating effects finally verified the proposed hypothesis.Through the research,the following research results are obtained:(1)social crowding can cause consumers to feel a sense of need of belonging.Compared with non-crowded environments,consumers will have a more significant sense of need of belonging in a crowded environment;(2)social congestion will affect consumers brandattachment has a positive impact.Compared with a non-crowded environment,consumers are more likely to have an attachment emotion to the brand in a crowded environment.At the same time,the need for belonging plays a mediating role in the impact of social crowding on consumer brand attachment;(3)self-construction plays a moderating role in the impact of social congestion on consumer brand attachment.It is revealed that dependent self-construal consumer tends to have a positive impact on consumer brand attachment In a crowded environmentl.However,When consumers are independent self-construal,the positive impact of social crowding on consumer brand attachment was not significant.At the end of the article,based on the conclusions of the study,the possible perspectives of future theoretical research and brand marketing practice inspiration are given.