网红直播带货一定更受青睐吗:在线购物情境匹配对新产品采纳的影响研究  

Will the Live Streaming of Internet Celebrities be More Popular:Research on the Impact of Online Shopping Context Matching on New Product Adoption

作　　者：刘志超[1] 邹晓莹 Liu Zhichao;Zou Xiaoying

机构地区：[1]华南理工大学工商管理学院,广州510641

出　　处：《复印报刊资料（市场营销）》2022年第1期73-82,共10页

基　　金：中央高校基本科研业务费自然科学类项目“有一种快乐叫忙碌:消费者主观忙碌效应及忙碌消费选择研究”(D2191840)。

摘　　要：直播网红营销是网络自媒体时代一种新兴的营销手段。基于刺激-反应理论(S-O-R)模型和精细加工可能性模型,以不同类型的新产品特性为切入点,结合不同的在线购物情境,通过对457名被试进行情境实验,检验网红直播带货和购物平台推荐两种在线购物情境对消费者新产品采纳的影响及其中介机制。研究结果表明,新产品类型和在线购物情境对消费者新产品采纳的交互作用显著。具体而言,网红直播带货情境正向影响消费者对持续创新型产品的采纳意愿;购物平台推荐情境正向影响消费者对完全创新性产品的采纳意愿。其中,感知价值起到中介作用。网红直播带货情境有利于促进消费者对持续创新型产品的感知价值,购物平台推荐情境则有利于促进消费者对完全创新型产品的感知价值。研究结论对新产品传播策略理论进行了有益补充,对新产品采纳营销实践具有较强的指导意义。Web celebrity live-stream shopping marketing is a new marketing means in the era of network we me-dia.Based on the S-O-R Model and Elaboration Likelihood Model,this paper takes the characteristics of different types of new products as the entry point,combines with dfferent online shopping situations,and conducts situational experiments on 457 subjects,in order to examine the influence of two online shopping situations,web celebrity live-stream shopping and shopping platform recommendation,on consumers'new product adoption and its intermediary mechanism.The results show that online shopping situation and new product type have significant interaction effect on consumers'new product adoption.Specifically,the web celebrity live-stream shopping situation(vs.shopping plat-form recommendation)positively affected consumers'willingness to adopt incrementally new products.The shopping platform recommendation situation(vs.web celebrity live-stream shopping)positively affects consumers'willingness to adopt really new products.Among them,the perceived value plays an intermediary role.The web celebrity live-stream shopping situation is conducive to promoting consumers'perceived value of incrementally new products,while shopping plaform recommendation situation is conducive to promoting consumers perceived value of really new prod-ucts.The conclusion of this study has a beneficial supplement to the theory of new product communication strategy and has strong guiding significance to the marketing practice of new product adoption.

关 键 词：网红直播带货 购物平台推荐 持续创新型产品 完全创新型产品 新产品采纳 

分 类 号：F724.6[经济管理—产业经济]