摘要
在多种类多品牌混播直播模式下,许多电商直播采用快节奏和低价格的方式来刺激消费者购买,导致品牌内涵被弱化,甚至品牌形象受损。鉴于此,为树立和维护品牌形象,品牌商家更倾向于通过品牌专场直播进行营销。基于说服理论和刺激—机体—反应(Stimulus-Organism-Response,SOR)理论,从说服主体、说服信息、说服情境三个方面,探索品牌专场直播中消费者购买意愿的影响因素,探究感知价值的中介作用以及品牌声誉的调节作用,并利用结构方程模型对所收集的429份有效问卷进行分析,检验品牌专场直播对消费者购买意愿的影响机制。研究发现,在品牌专场直播中,主播与品牌匹配度、商品信息质量、直播间氛围能够正向影响消费者感知价值,进而对消费者购买意愿产生积极影响,感知价值具有部分中介作用;品牌声誉在感知价值对消费者购买意愿的影响中具有负向调节作用,即品牌声誉越高,感知价值对消费者购买意愿的正向影响越小。为更好地提升消费者购买意愿,在品牌专场直播中,品牌商家应选择合适的主播,提高主播与品牌匹配度,有效展示品牌内涵;与直播平台加强合作,共同为消费者提供更加全面、准确、及时的商品信息,提高品牌公信力;营造良好直播间氛围,创新直播形式,打造差异化直播间等。
Lots of e-commerce live streaming concerning the mixed brand uses low price strategy to stimulate consumers purchase behavior,resulting in the damage of brand connotation and brand image.In view of this,in order to build and maintain brand image,brand merchants are more inclined to promote purchase behavior through brand-specific live streaming.Based on persuasion theory and Stimulus-Organism-Response(SOR)theory,the authors explore the factors influencing consumers'purchase intention in brand-specific live streaming from such three aspects as persuasive subject,persuasive message,and persuasive context,and explore the mediating role of perceived value and the moderating role of brand reputation.Using structural equation modeling approach,429 valid questionnaires are analyzed to examine the mechanism of the influence of brand-specific live streaming on consumers'purchase intentions.It is found that:the match between streamer and brand,product information quality and atmosphere of the live streaming can positively influence consumers'perceived value and thus positively affect consumers'purchase intention,and perceived value has a partial mediating role;brand reputation has the negative moderating effect in the impact of perceived value on consumers'purchase intention,namely the higher the brand reputation,the weaker the positive influence of perceived value on consumers'purchase intention.To better improve consumers'purchase intention,in brand-specific live streaming,brand merchants should,first,choose suitable streamers,improve the match between streamer and brand,and effectively spread brand connotation;second,they should strengthen the cooperation with live streaming platforms,provide accurate and comprehensive product information,and improve brand credibility;and third,they should create a good atmosphere of the live streaming,actively innovate live streaming forms,and create differentiated live streaming.
作者
陈凯
常皓媛
CHEN Kai;CHANG Hao-yuan(School of Economics&Management,Beijing Forestry University,Beijing 100083,China)
出处
《中国流通经济》
北大核心
2023年第6期40-50,共11页
China Business and Market
基金
国家社会科学基金重大项目“数字经济时代完善绿色生产和消费的制度体系和政策工具研究”(20ZDA087)
中央高校基本科研业务费专项资金项目“引导用语对环境友好行为的影响机制研究”(2019RW16)。
关键词
品牌专场直播
说服理论
SOR理论
购买意愿
brand-specific live streaming
persuasion theory
SOR theory
purchase intention
