媒体融合背景下联合匹配度和媒体类型对媒体品牌联合评价的影响研究

通过构建适当的媒体品牌联合情境，以实验研究的方式验证了联合匹配度和媒体类型对媒体品牌联合评价的影响。研究发现，媒体品牌的联合匹配度主要体现在内容匹配度与品牌匹配度两方面，二者都对媒体品牌联合评价具有正向影响。此外，跨类别的媒体品牌联合（新媒体与传统媒体）会比同类别媒体品牌联合引发更高的媒体品牌联合评价，由此印证了媒体融合背景下传统媒体与新媒体之间的关系为互补性而非替代性。

Effects of Media Types and Alliance Fit on Co-branding Evaluation of Media Brand in the Context of Media Convergence

By constructing and selecting the appropriate media brand, this paper conducts experimental research on the combination of different media brand groups by two experimental groups, and uses the softwares of statistical analysis to analyze the obtained data, verifies the proposed hypothesis, and finally draws the research conclusion. Firstly, alliance fit of media brands is a two-dimensional structure, which is mainly reflected in content fit and brand fit, both of which have positive effects on the joint evaluation of media brands. Secondly, the co-branding evaluation of cross-category co-branding is higher than that from the same category co-branding. In the context of media convergence, the relationship between traditional media and new media is from substitution to complementarity.