ABSTRACT

Given that the current media condition provides numerous channels that create interaction between news media brands and consumers, the concept of consumer brand engagement (CBE), referred as being the interactive relationships between consumers and brands is more crucial than ever in the media sector. The purpose of this study is to examine the direct and indirect effects of three motives, utility, entertainment, and pass time, on consumer brand engagement for online news media brands. A causal model that illustrates both the direct and indirect effects of the three motives on CBE reveals the critical role of entertainment as a mediator. Utility and entertainment positively impact CBE, whereas pass time is negatively associated with CBE for online news media brands. Entertainment positively mediates the relationship between utility and CBE as well as influencing the negative relationship between pass time and CBE.

摘要

鉴于当前的媒体状况为新闻媒体品牌与消费者之间的互动提供了众多渠道，消费者品牌参与（CBE）的概念，即消费者与品牌之间的互动关系，在媒体领域比以往任何时候都更加重要。本研究的目的是检验三种动机（实用性、娱乐性和消磨时间）对在线新闻媒体品牌的消费者品牌参与度的直接和间接影响。一个说明三种动机对 CBE 的直接和间接影响的因果模型揭示了娱乐作为中介的关键作用。实用性和娱乐性对 CBE 产生积极影响，而在线新闻媒体品牌的消遣时间与 CBE 呈负相关。