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近年来网络直播以其惊人的线上互动促销能力受到了理论学者和实践专家的关注。文章在网络直播背景下,以网络直播突出的"共在临场感(CP)"和"社会临场感(SP)"特点为切入点,探索网络直播情境共在临场感、社会临场感影响从众消费的作用机制。文章以有直播观看经历的消费者为样本,采用结构方程模型的方法展开研究并发现:网络直播情境下,共在临场感对从众消费行为存在显著正向影响。共在临场感对从众消费的促进作用受到用户产生信息信任度(TUGI)的部分中介,社会临场感对从众消费的促进作用受到用户产生信息信任度的完全中介。两种临场感(SP、CP)通过用户产生信息信任度对从众消费的中介效应受到主播-观众关系强度(TSBBN)的调节,即存在前段有调节的中介效应。
Abstract：In recent years, with its amazing online interactive promotion ability, live marketing has attracted the attention of theoretical scholars and practical experts. This study takes "co-presence(CP)" and "social presence(SP)",which are the prominent features of live marketing, as the breakthrough point to explore the mechanism of the influence of social presence and social presence on herd consumption. In this study, consumers with live broadcast watching experience are taken as participants, and the method of structural equation modeling is used. It is found that: in the web live broadcast situation, the sense of co-presence has a significant positive impact on the herd consumption behavior. The promotion effect of social presence on herd consumption is partially mediated by trust in user-generated information(TUGI), and the promotion effect of social presence on herd consumption is completely mediated by trust in user-generated information. The mediating effect of the two kinds of presence(SP, CP) on herd consumption through the trust in user-generated information is regulated by tie strength between buyer and network-anchor(TSBBN).
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2021.02.006
中图分类号:F713.55;G206
引用信息:
[1]谢莹,崔芳,高鹏.网络直播情境下共在临场感与社会临场感对从众消费的影响[J].商业经济与管理,2021,No.352(02):68-79.DOI:10.14134/j.cnki.cn33-1336/f.2021.02.006.
基金信息:
国家自然科学基金项目“直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角”(71802158);国家自然科学基金项目“短视频顾客灵感的触发机制及其对顾客融入的影响研究”(71972156); 陕西省自然科学基金青年基金项目“直播营销中社会临场感对从众消费的信息性和功利性影响”(2020JQ-608)
2021-02-15
2021-02-15