基于SICAS模型的珠宝直播的营销效果研究
Research on the Effect of Jewelry Live Broadcast Marketing Based on SICAS Model
邝演锋 1周琦深 2刘浩 3王甜甜 3赵曼存 3谢雨菲3
作者信息
- 1. 广州城建职业学院,广东广州 510925;中国地质大学(武汉)珠宝学院,湖北武汉 430074
- 2. 中国地质大学(武汉)珠宝学院,湖北武汉 430074;湖北省珠宝工程技术研究中心,湖北武汉 430074
- 3. 中国地质大学(武汉)珠宝学院,湖北武汉 430074
- 折叠
摘要
随着用户消费决策行为和传播环境的不断改变,珠宝直播营销模式的劣势正逐步凸显出来,如获客成本逐渐升高,品牌化弱和退货率持续走高.目前学术界主要集中在普通产品和服务的直播研究,对珠宝这种高价值高风险的商品研究较少.为验证珠宝直播营销效果的影响因素,丰富珠宝直播电商用户购买行为的研究,本文基于SICAS模型的感知维度、互动维度、交互维度、购买维度和分享维度构建了珠宝直播营销效果评价模型,探究珠宝直播营销效果的各项因子影响权重排序,提高珠宝企业开展直播营销的效果.研究结果表明:(1)用户在珠宝直播营销过程中的感知、交互、购买和分享这四个维度上的认知和体验,会显著影响用户对珠宝直播营销效果的评价,影响权重排序为:交互维度＞分享维度＞购买维度＞感知维度,但互动维度并没有显著影响;(2)用户的月收入和职业属性会显著影响用户对珠宝直播营销效果的评价,但性别和年龄没有显著影响.基于以上讨论,在未来的珠宝直播营销中,丰富和提高社区沟通、提升用户的购买体验、激发用户的分享行为和降低用户的感知风险是增强珠宝直播营销效果的关键.
Abstract
With the changes in user consumption behavior and online communication environ-ment,the disadvantages of live jewelry e-commerce are becoming more prominent,including the gradual increase in customer acquisition costs,weak branding and high return rates.At the same time,the current researches mainly focuses on the live e-commerce of ordinary products and services,and there are few studies on high-value and high-risk commodities such as jewelry.In order to verify the influencing factors of jewelry live broadcast marketing and enrich the research on consumer behavior,this study creates an evaluation model of jew-elry live broadcast marketing effect based on 5 dimensions of the SICAS model including:sense,interest and interactive,connect and communication,action,and sharing to explore the ranking of factors affecting the jewelry live broadcast marketing and improving the mar-keting effect of jewelry companies.The results show that:(1)Users'cognition and experi-ence of sense,interest and interactive,action and sharing will significantly affect users'e-valuation of the marketing effect of jewelry live broadcast marketing,and the influence are ranked as follows:connect and communication＞sharing＞action＞sense,while interest and interactive has no significant influence.(2)Users'monthly income and occupation will significantly affect users'evaluation of jewelry live broadcast marketing effect,but gender and age not.To enhance the effectiveness of jewelry live broadcast marketing in the future,it is necessary to enrich the communications with users,enhance users'purchasing experi-ence,stimulate users'sharing behavior and reduce users'perceived risk for jewelry compa-nies.
关键词
珠宝直播/消费心理学/市场营销/电子商务Key words
jewelry live broadcast/consumer psychology/marketing/electronic commerce引用本文复制引用
出版年
2024
NETL
NSTL
万方数据