基于SOR理论的品牌IP化对消费者购买行为的影响研究

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中图分类号：F331.3 文献标识码：A doi：10.3969/j.issn.1672-2272.202511016

Abstract：Brand is a comprehensive reflection of the competitiveness of enterprises and even countries， and isa powerful lever to create high-quality life，and meet consumer demand in China.This article is based on the SOR theory model and takes the organic vegetable industry as the research scenario to explore the impact mechanism of brand IPon consumer purchasing behavior. The study collected 307 valid samples through an online questionnaire survey and conducted data analysis and hypothesis verification using SPSS 26.O software.The research results indicate that brand IP has a significant positive impact on consumer purchasing behavior；consumer participation value and consumer emotional attitude not only play separate partial mediating role between brand IP and consumer purchasing behavior，but also exhibit a significant chain mediating effect through the path of“brand IP-consumer participation value-consumer emotional atitude-consumer purchasing behavior”；consumer professional knowledge not only positively moderates the direct relationships between brand IPand consumer participation value，as well as brand IP and consumer emotional atitudes，but also positively moderates the overall effect of the aforementioned chain mediating path.This study provides theoretical basis and practical reference for organic vegetable enterprises to enhance their market competitiveness through brand IP operation.

Keywords：brand IP；SOR theory；consumer purchasing behavior；consumer participation value；consumer emotional attitude

0 引言

品牌IP化是品牌通过塑造具有独特形象、价值观和情感共鸣点的符号，使其具备知识产权属性，来提升企业的辨识度、商业价值和传播力的过程，其承载了品牌的文化理念，代表了品牌的对外形象[]。（剩余11800字）