摘要
在直播带货兴起的体验经济时代,社交媒体的快速发展进一步强化了消费者的自我意识。本研究基于消费者体验视角,依据SOR理论模型,结合品牌直播特点,将品牌直播体验分为信息体验、互动体验和娱乐体验3个维度,构建了品牌直播体验、关系质量感知与顾客参与行为关系模型,运用SPSS和AMOS对问卷数据进行实证分析。结果显示品牌直播体验的3个维度对顾客参与行为有显著正向影响,其中互动体验和娱乐体验可以通过影响关系质量感知显著正向影响顾客参与行为。
In the era of experiential economy on the rise of live streaming goods,the rapid development of social media has further strengthened consumers self-awareness.Based on the perspective of consumer experience,according to the SOR theoretical model,combined with the characteristics of brand live broadcast,this paper divided the brand live broadcast experience into three dimensions(i.e.,information experience,interactive experience and entertainment experience),constructed the relationship model of brand live broadcast experience,relationship quality perception and customer participation behavior,and used SPSS and AMOS to conduct empirical analysis on the questionnaire data.The results show that the three dimensions of brand live broadcast experience have a significant positive impact on customer participation behavior,among which interactive experience and entertainment experience can significantly and positively affect the customer participation behavior by influencing the relationship quality perception.
作者
向坚持
卢平
陈洁
XIANG Jian-chi;LU Ping;CHEN Jie(School of Business,Hunan Normal University,Changsha 410081,China)
出处
《湖南师范大学自然科学学报》
CAS
北大核心
2023年第4期144-151,共8页
Journal of Natural Science of Hunan Normal University
基金
国家社科基金重大项目子课题(22&ZD052Z5)。
关键词
品牌直播体验
关系质量感知
顾客参与行为
brand live broadcast experience
relationship quality perception
customer participation behavior
