品牌直播间消费者价值共创机制研究

• 作者： 姚雨婷 ¹ 朱吉庆 ²
• 作者单位：
  1.  浙江工业职业技术学院

  2.  上海外国语大学
• 发布时间：2024-09-10

摘要: 本文基于价值共创理论，探索了电商品牌直播间消费者价值共创行为、感知价值和绩效检验三个变量之间的构成与关系，得出以下结论：(1)主播与消费者的交互行为不仅对感知功能、情感、社会、成本四种感知价值存在显著正影响，还对品牌直播间消费者购买意愿和用户黏性存在显著正影响；(2)消费者之间的交互行为不仅对感知功能、情感、社会、成本四种价值属性存在显著正影响，还对品牌直播间用户黏性存在显著正影响；(3)感知功能、社会、成本三种价值属性对购买意愿均有显著正影响；(4)感知功能、情感、成本三种价值属性和购买意愿对用户黏性均存在显著正影响。最后，本文基于研究结果提出了相应的电商直播间营销对策，以供参考。

Abstract: Based on the value co-creation theory, this paper explores the composition and relationship among the three variables of consumer value co-creation behavior, perceived value and performance test in the brand live stream, and draws the following conclusions: (1) The interaction between live streamers and consumers not only has a significantly positive impact on the four perceived values of perceived function, emotion, society and cost, but also has a significant positive impact on the purchase intention and user stickiness of consumers in the brand live stream; (2) The interaction between consumers not only has a significant positive impact on the four value attributes of perceived function, emotion, society and cost, but also has a significant positive impact on the user stickiness. (3) The three value attributes of perceived function, society and cost all have significant positive effects on purchase intention; (4) The three value attributes of perceived function, emotion and cost and purchase intention all have significant positive impact on user stickiness. Finally, based on the research results, the corresponding e-commerce live stream marketing countermeasures are put forward.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第16期
• 引用： PSSXiv:202409.00614 (或此版本 PSSXiv:202409.00614V1)
  DOI:10.12451/202409.00614
  CSTR:32012.36.PSSXiv.202409.00614
• 推荐引用方式： 姚雨婷,朱吉庆.品牌直播间消费者价值共创机制研究.中国商论,2024(16).[PSSXiv:202409.00614V1] (点此复制)