摘要
短视频App在影响人们生活方式的同时,也在重塑着消费者在线购物行为。选择S-O-R消费者决策模型,通过对59名在抖音直播间购买家具类商品的典型消费者进行访谈资料收集,并结合专家焦点小组访谈,探究影响消费者行为产生的核心概念及作用机制。结果表明,直播吸引力及主播专业性是影响消费者购买行为的外部刺激因素;消费者接受外部信息刺激后产生的内在情感变化,包括观看家具类商品直播的直播沉浸感、消费获利感、产品价值感和交互愉悦感会进一步影响消费态度,最终引发消费行为。此外,信息质量、主播魅力具有触发上述外部刺激因素及内在情感变化的中介作用。对消费者行为影响机制的分析,可加深对消费者在直播情境下购买家具类商品行为的理解,为商家提高家具类产品直播购买效果提供参考。
Short video apps are influencing people’s lifestyles and at the same time are reshaping consumer online shopping behavior.The S-O-R consumer decision-making model is chosen to explore the core concepts and mechanisms that influence the emergence of consumer behavior by collecting interview data from 59 typical users who shopped for furniture products in TikTok live streams and by combining them with expert focus group interviews.The results of the study show that the attraction of live broadcast and anchor professionalism are the external stimuli that influence consumer purchase behavior;the internal emotional changes of consumers’external stimuli include the live immersion state of watching furniture goods live broadcasts,the sense of consumer profitability,the sense of product value and the sense of interactive pleasure,which further influence the consumer attitude and ultimately trigger the consumer behavior.In addition,the quality of information and the charisma of the anchor have a mediating role in triggering the above external stimuli and internal emotional changes.The analysis of the influence mechanism of consumer behavior can deepen the understanding of consumer behavior in purchasing furniture products in a live broadcast situation,and provide references for merchants to improve the effect of live broadcast of furniture products.
作者
周超
吕姊宸
ZHOU Chao;LYU Zichen(College of Art and Communication,China Jiliang University,Hangzhou Zhejiang 310018,China;College of Design,Hanyang University,Seoul 04763,Korea)
出处
《长沙大学学报》
2024年第4期75-82,95,共9页
Journal of Changsha University
