品牌自播对消费者购买意愿的影响研究
Research on the Influence of Brand Self Broadcasting on Consumers'Purchase Intention
徐明君 1徐雪枫1
作者信息
摘要
随着明星或网红等主播带货频频"翻车",品牌方开始自建直播间,选择适合的员工作为直播主播,以情感互动从零开始慢慢培养粉丝,逐渐培育用户对品牌认同感和提高企业形象.基于SOR模型,构建品牌自播的专业性特征、互动性特征、真实性特征对购买意愿影响的研究模型,引入企业形象、品牌认同感作为中介变量.实证研究发现,品牌自播的专业性特征、互动性特征、真实性特征显著正向影响企业形象和品牌认同感,企业形象和品牌认同感显著正向影响购买意愿产生.
Abstract
With the frequent"rollover"of anchors such as celebrities or Internet celebrities,the brand began to build its own live broadcast room,select suitable employees as live broadcasting anchors,and slowly cultivate fans from scratch through emotional interaction,gradually cultivate users'sense of brand identity and improve the corporate image.Based on the SOR model,Based on the SOR model,this paper constructs a research model of the influence of professional characteristics,interactive characteristics and authenticity characteristics of brand self-broadcasting on purchase intention,and introduces corporate image and brand identity as intermediary variables.The empirical study finds that the professional characteristics,interactive characteristics and authenticity characteristics of brand self-broadcasting significantly positively affect the corpo-rate image and brand identity,and corporate image and brand identity significantly positively affect the purchase intention.
关键词
品牌自播/消费者购买意愿/电商直播Key words
brand self-broadcast/consumer purchas intention/e-commerce live broadcast引用本文复制引用
基金项目
安徽省高等学校人文社会科学研究重点项目(SK2021A0391)
阜阳师范大学科学研究重点项目(2021FSSK12ZD)
阜阳师范大学校级青年人才重点项目(rcxm202014)
出版年
2024
NETL
NSTL
万方数据