摘要
直播网红营销是网络自媒体时代一种新兴的营销手段。本文通过定性研究和定量研究相结合的方式,构建了直播网红营销对消费者决策影响的理论框架。研究一通过结构方程模型验证了直播网红影响购买意愿的心理机制。研究发现社会临场感通过增强消费者认同感,进而提升购买意愿。同时,直播网红特性与内容一致性正向调节社会临场感对消费者认同感影响,且强化消费者认同感在社会临场感与购买意愿之间的中介作用。研究二通过深度访谈质性分析,借助NVIVO10软件,归纳出消费者关注网红的信息源特性,并将其划分为可信性、专业性、技能性、互动性和吸引力五个维度。研究三则通过Python和计量模型的方法细化了不同类型直播网红信息源特性对唤起消费者搜索与购买行为的影响:针对娱乐型直播网红,唤起消费者最显著的特性为吸引力和互动性;针对技能型直播网红,唤起消费者最显著的特性为技能性和互动性;针对带货型直播网红,唤起消费者最显著的特性为可信性、专业性和互动性。本研究旨在挖掘网红效应内在影响机理的"黑箱",为企业网红营销提供决策支持,具有重要的理论意义和实际应用价值。
Live broadcasting celebrity marketing is an emerging marketing tool in the network from the media era. This paper constructs a theoretical framework of the influence of live broadcasting celebrity marketing on consumer decision-making through the combination of qualitative research and quantitative research. Study 1 verified the psychological mechanism of the live broadcasting celebrity influencing purchase intention through the structural equation model. The study found that social presence enhances consumer willingness by increasing consumer identity. At the same time, the celebrity characteristics and content consistency of live broadcast celebrity positively regulate the influence of social presence on consumer identity, and strengthen the mediating role of consumer identity in social presence and purchase intention. In the second study, through the qualitative analysis of in-depth interviews, NVIVO10 software is used to summarize the information source characteristics of consumers’ attention to celebrity, and divide them into five dimensions: credibility, professionalism, skill, interaction and attraction. The third study, through the Python crawler and econometric model, refines the impact of different types of live broadcasting celebrity information source characteristics on evoking consumer search and purchase behavior. For the entertainment-type live broadcast celebrity, it evokes the most prominent features of consumers as attractive and interactive;for the skill-based live broadcast celebrity, it evokes the most prominent features of consumers as skill and interactivity. The most notable features that evoke consumers are credibility, professionalism and interactivity. This study aims to explore the black box of the intrinsic influence mechanism of the live broadcasting celebrity effect, and provides decision support for the enterprise celebrity marketing, which has important theoretical significance and practical application value. From the perspective of practice, this paper not only provides suggestions for enterprises to choose live broadcast web celebrity with essential characteristics to promote products and improve performance. It also provides guidance for live broadcasting platforms to regulate the behaviors of different types of live broadcasting web celebrity according to effective principles.
作者
孟陆
刘凤军
陈斯允
段珅
Meng Lu;Liu Fengjun;Chen Siyun;Duan Shen(School of Business,Renmin University of China;Management School,Jinan University)
出处
《南开管理评论》
CSSCI
北大核心
2020年第1期131-143,共13页
Nankai Business Review
基金
中国人民大学2020年度拔尖创新人才培育资助计划
国家社会科学基金重点项目(19AG L016)资助.
关键词
信息源特性
直播网红
消费者认同感
网红特性与内容一致性
Information Source Characteristics
Live Broadcasting Celebrity
Consumer Identity
Celebrity Characteristics and Content Consistency
作者简介
孟陆,中国人民大学商学院博士研究生,研究方向为消费者在线行为;通讯作者:刘凤军,中国人民大学商学院教授、博士,研究方向为市场营销理论与实践、战略品牌管理;陈斯允,暨南大学管理学院博士研究生,研究方向为服务营销;段珅,中国人民大学商学院博士研究生,研究方向为消费者在线行为
