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中国香港特别行政区特别行政区人们对沙盘游戏品牌的信任度研究

A Research on Hong Kong SAR Consumers’ Trust in Sandplay Brands

Psychology of China / 2025,7(11): 1438-1446 / 2025-11-26 21 12

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• Authors: 林浣馨
• Information:

  中国香港特别行政区沙探沙盘游戏心理咨询学会，中国香港

• Keywords:
  Sandplay; Game; Hong Kong SAR Region; Brand trust
  沙盘游戏; 箱庭游戏; 中国香港特别行政区地区; 品牌信任
• Abstract: This article aims to explore the perceptions and influencing factors of Hong Kong Special Administrative Region consumers regarding trust in Sandplay brands. As a psychological tool, Sandplay games have been widely applied in the field of brand marketing and communication. This study defines brand trust as the degree of consumer trust in Sandplay brands concerning brand image, professional competence, service quality, social responsibility, and communication channels. Hong Kong SAR, as an international metropolis, is known for its consumers’ high level of consumption rationality and strict brand selection criteria, making their requirements for brand trust particularly stringent. Therefore, gaining an indepth understanding of the formation mechanism and influencing factors of brand trust among Hong Kong consumers holds significant theoretical and practical importance for the marketing and development of Sandplay brands in the Hong Kong market. This research adopted a mixed-methods approach combining quantitative and qualitative analysis. Data were collected through questionnaires and in-depth interviews, followed by in-depth interpretation using statistical analysis and content analysis. The results indicate that consumers’ identification with the Sandplay brand image, the sufficiency of information acquisition, satisfaction with service quality, the brand’s performance in fulfilling social responsibility, and the appropriate selection of communication channels all significantly influence their level of trust in the brand. Based on social cognitive theory and the brand equity model, and starting from the mechanism of consumer trust formation, this research constructs an integrated pathway for enhancing the value of Sandplay brands. Specific recommendations include: (1) Implement a project to deepen the brand’s cultural connotation, shaping a differentiated brand identity system through narrative brand story architecture and immersive experience scenario design. (2)Establish a mechanism for cultivating consumer brand literacy, developing gamified educational modules and cognitive assessment systems to achieve deep reach of brand knowledge. (3)Construct a service quality assurance system, using the SERVQUAL model for service quality gap analysis, and perfecting full-cycle service standards from demand insight to post-sales tracking. (4)Design a social responsibility value co-creation plan, strengthening the brand’s sustainability commitment through the establishment of stakeholder participation platforms and an ESG information disclosure system. (5)Innovate the omni-media communication matrix, utilizing big data technology for consumer media touchpoint analysis to achieve precise content delivery and interactive communication optimization. 本文旨在探讨中国香港特别行政区消费者对沙盘游戏品牌信任度的认知与影响因素。作为一种心理学工具，沙盘游戏在品牌营销和传播领域得到了广泛应用。本研究将品牌信任度界定为消费者对沙盘游戏品牌在品牌形象、专业水平、服务质量、社会责任感以及传播渠道等方面的信任程度。中国香港特别行政区作为国际化大都市，其消费者以较高的消费理性和严格的品牌选择标准而着称，对品牌信任的要求也尤为苛刻。因此，深入了解中国香港特别行政区消费者的品牌信任度形成机制及其影响因素，对于沙盘游戏品牌在中国香港特别行政区市场的营销与发展具有重要的理论与实践意义。本研究采用了定量与定性相结合的分析方法，通过问卷调查和深度访谈收集数据，并利用统计分析和内容分析对数据进行了深入解读。研究结果表明，消费者对沙盘游戏品牌形象的认同度、信息获取的充分性、服务质量的满意度、品牌履行社会责任的表现，以及传播渠道的合理选择，都显着影响其对品牌的信任程度。本研究基于社会认知理论和品牌资产模型，从消费者信任形成机制出发，构建了沙盘游戏品牌价值提升的整合路径。具体建议包括：（1）实施品牌文化内涵深化工程，通过叙事化品牌故事架构和沉浸式体验场景设计，塑造差异化品牌识别体系；（2）建立消费者品牌素养培育机制，开发游戏化教育模块与认知评估系统，实现品牌知识的深度触达；（3）构建服务品质保障体系，采用SERVQUAL模型进行服务质量缺口分析，完善从需求洞察到售后追踪的全周期服务标准；（4）设计社会责任价值共创方案，通过利益相关者参与平台搭建和ESG信息披露制度，强化品牌的可持续性承诺；（5）创新全媒体传播矩阵，运用大数据技术进行消费者媒介接触点分析，实现精准化内容投放与交互式传播优化。
• DOI: https://doi.org/10.35534/pc.0711234 (registering DOI)
• Cite: 林浣馨. (2025). 中国香港特别行政区特别行政区人们对沙盘游戏品牌的信任度研究. 中国心理学前沿, 7 (11), 1438-1446.