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电商直播互动仪式群体视角下个体购买意愿的形成机制研究

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受众在电商直播模式下的消费行为更多地表现为群体团结行为.然而现有研究主要基于电商主播的网红或意见领袖属性以及主播与受众的单维度互动关系来解释个体的购买意愿或行为,并不能很好地理解个体在互动仪式情景下所表现出的群体团结消费行为.因此,本文从群体视角出发,借助互动仪式链理论,采用问卷结构方程模型探索电商直播互动仪式及体验对个体购买意愿形成的影响.结果显示,受众与主播及群体的互动体验正向促进受众对主播及群体的认同,提升受众的感知功利与享乐价值.但受众对主播及群体的认同并不能直接促进受众的购买意愿,而要通过符号价值来实现受众对主播及群体的认同向购买意愿的转化.研究表明主播认同可以在互动体验中转化为群体认同,并由群体认同上升为符号价值,驱动个体购买意愿的产生,促进群体消费团结行为的形成.
Formation Mechanism of Individual Purchase Intention from the Perspective of Interactive Ceremony in E-commerce Live Streaming
Audience's consumption behavior under the mode of e-commerce live broadcast is more manifested as group solidarity behavior.However,existing studies mainly explain individual purchase intention or behavior based on the attributes of e-commerce anchors as Internet celebrities or opinion leaders and the single-dimensional interactive relationship between anchors and audiences,and can not well understand the group solidarity consumption behavior of individuals in the context of interactive ceremony.Therefore,from the perspective of the group,with the help of the interactive ritual chain theory,this paper adopts the questionnaire structural equation model to explore the influence mecha-nism of the multidimensional interactive relationship experience,identity and value between the audi-ence,the anchor and the virtual presence group on the formation of the individual purchase intention of the audience.The results show that the multi-dimensional interactive relationship experience of the individual audience positively promotes the audience's identification with the anchor and the group and enhances the audience's perceived utility and hedonic value.However,the audience's identifica-tion with anchors and groups cannot directly promote the audience's purchase intention.Instead,the symbolic value brought by the group identification should be used to realize the transformation of audi-ence's identification with anchors and groups into product identification.Research shows that anchor identity can be transformed into group identity in interactive experience and from group identity to symbolic value,thus forming product identity and promoting group consumption solidarity behavior.

e-commerce live streaminggroup consumption solidarity behaviorinteractive ceremonyidentification

郭道猛、程锦锋

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湖北工程学院经济与管理学院,湖北孝感 432000

武汉晴川学院商学院,湖北武汉 430204

电商直播 群体团结行为 互动仪式 认同

2024

湖北工程学院学报
湖北工程学院

湖北工程学院学报

CHSSCD
影响因子:0.306
ISSN:2095-4824
年,卷(期):2024.44(5)