摘要
网络直播购物的兴起,成为网络零售新的驱动力量,发生于直播带货中的冲动购买行为触发了业界、学界的共同关注。探究其行为背后的影响因素,以及其内在发生性机制,对推动网络直播购物模式的健康有序发展意义重大。文章针对以上两个核心问题,引入发生于直播情境中叙事(故事化)要素,探究其影响性作用。运用SOR与ELM理论为理论框架与分析基础,借助结构方程(SEM)与隐喻抽取技术(ZMET)混合研究方法开展研究。研究发现,直播情境中叙事(故事化)对冲动购买行为产生有显著影响。与此同时,主播知名度、互动性、叙事参与、冲动购买行为存在着链式关联。在发生性机制方面,研究提出了6核心构念,并诠释了叙事发生的系统性机制。最后,聚焦了3方面核心发现,并提出了3方面的实践要点。
The surge in online live streaming shopping is driving a new era in online retail.The impulse buying behavior that occurs during live broadcasts has been triggered the attention.Exploring the influencing factors behind its behavior and the inherent mechanism,which have great significance to promoting development of the live streaming shopping.This study aims to focus on two key point as above,to find out impact narrative factors on live streaming under internet environment.The research used the theory of SOR and ELM,and used the mixed methods of structural equation(SEM)and metaphor extraction technology(ZMET).The paper found that narrative(storytelling)in live streaming shopping has the significant impact on impulse buying behavior.At the same time,it has the significant effective relationship between anchor popularity,interactivity,narrative participation,and impulse buying behavior.The study point out six key theme to explain the workflow mechanisms.Finally,the paper conclude three key findings and three practice suggestions.
作者
朱逸
朱瑞庭
Zhu Yi;Zhu Ruiting
出处
《兰州学刊》
CSSCI
2024年第12期64-76,共13页
基金
国家社科基金重大项目“大数据驱动的网络社会心态发展规律与引导策略研究”(项目编号:19ZDA148)阶段性成果。
