品牌依恋如何提高网络主播带货成绩--基于多路径的作用机制研究  

How Does Brand Attachment of Live Streaming Hosts Enhance Their Online Sales?A Mechanism Study Based on Multiple Paths.

作　　者：熊奇英[1] 熊立[2] XIONG Qi-ying;XIONG Li(Jiangxi Agricultural University,Gongqing Campus 332020;Jiangxi University of Finance and Economics,Nanchang 330032,China)

机构地区：[1]江西农业大学南昌商学院经济系,江西共青城332020 [2]江西财经大学工商管理学院,江西南昌330032

出　　处：《江西财经大学学报》2022年第2期28-39,共12页Journal of Jiangxi University of Finance and Economics

基　　金：江西省高校人文社会科学项目“价值共创视角下江西省红色文化产业数字化创新研究”(JC21219);江西省教育厅科技项目“瞬时竞争背景下科技型创业企业的双元即兴机制研究”(GJJ200507)

摘　　要：伴随着传统线下销售与新型网络直播销售模式间此消彼长的态势,网络带货主播在交易中的渠道中心地位已越发显著。尽管研究对直播带货的商业模式及消费行为已展开一些探讨,但立足网络带货主播自身视角的研究很少,尤其忽视了主播与品牌之间的关系可能产生的影响。基于工作需求-资源模型,探讨了带货主播品牌依恋能否及如何影响其行为和销售绩效。研究提出销售工作投入、销售乐趣和组织承诺三条假设路径,并对淘宝直播等网络社交平台的165名带货主播进行了问卷调查。采用AMOS软件分析发现,主播品牌依恋通过提高销售工作投入和销售乐趣来分别影响销售绩效和行为绩效,而组织承诺路径没有通过验证。此外,主播行为绩效正向影响其销售绩效。研究为品牌依恋研究作出了贡献,也为提升主播带货成效提供了理论指导。With the trend of the decline of the traditional offline sales and the growth of the new type of webcast sales,the channel center position of the live streaming hosts has become more and more prominent in the transaction.Although researchers have carried out some discussions on the business model and consumption behavior of live stream sales,there are few studies from the perspective of live streaming hosts on the network,especially the possible impact of the relationship between the hosts and the brands is neglected.Based on the work demand-resource model,this paper discusses whether and how brand attachment of live streaming hosts can affect their behavior and sales performance.This study proposes three hypothetical paths,i.e.,sales work involvement,sales fun and organizational commitments,and conducts a questionnaire survey on 165 live streaming hosts on such online social platforms as Taobao live broadcast.By making use of the AMOS software for analysis,it is found that the brand attachment of the marketing anchors can affect sales performance and behavior performance by improving sales work efforts and sales fun respectively,while the organizational commitment path fails to pass the verification.In addition,the behavior performance of the hosts has a positive impact on their sales performance.This study not only makes a certain contribution to the research of brand attachment,but also provides theoretical guidance for the live streaming hosts to improve their sales performance.

关 键 词：带货主播 品牌依恋 销售工作投入 销售乐趣 绩效 

分 类 号：F490.6[经济管理—产业经济]