基于自我建构视角下品牌延伸契合度对延伸评价的影响
Research on the Influence of Brand Extension from Extension Fit Based on Self-Construction

本文遵循品牌延伸经典思路以消费者个人特质——自我建构为视角剖析延伸契合度对品牌延伸评价的影响过程，同时加入信息加工流畅性作为中介变量。实证结果表明，契合度对延伸评价具有正向作用；信息加工流畅性对这个过程存在中介作用，即不同契合度会对信息加工流畅性产生影响，从而影响延伸评价；自我建构在模型中起调节作用，具体表现为，对于互依个体，高延伸比低延伸具有更高的延伸评价，而对于独立个体，契合度对延伸评价影响并不显著。
Following the classic concept of brand extension, this paper analyzes the influence process of extension fit on brand extension evaluation from the perspective of consumers’ personal trait—self-construction, and adds information processing fluency as an intermediary variable. The empirical results show that fit has a positive effect on extension evaluation. The information processing fluency has a mediating effect on this process, that is, different fit degree will affect the information processing fluency, and thus affect the extension evaluation. Self-construction plays a moderating role in the model. Specifically, for the interdependent individuals, high elongation has higher evaluation than low elongation, but for the independent individuals, fit has no significant effect on the evaluation of elongation.