数字化产品的营销沟通:弹幕、外部网络口碑与消费行为  

Marketing Communication of Digital Products:Relationship among Danmaku,External Online Word-of-Mouth Valence and Consumption Behavior

作　　者：袁海霞[1] 张怡琳 徐海琴 方青青 Yuan Haixia;Zhang Yilin;Xu Haiqin;Fang Qingqing(School of Business,Anhui University,Hefei,230601)

机构地区：[1]安徽大学商学院,合肥230601

出　　处：《珞珈管理评论》2023年第2期136-160,共25页Luojia Management Review

基　　金：国家自然科学基金面上项目“企业平台化转型的战略创业路径研究”(项目批准号:71972001);安徽省高校研究生科学研究一般项目“电商直播营销模式研究:作用机制、效果评估及提升路径”(项目批准号:YJS20210074)。

摘　　要：与以往对外部网络口碑和部分消费行为的关系进行简单线性概括的研究不同,本文基于消费者决策进程模型,以网络视频这一数字化产品为研究对象,抓取了B站的837部电影数据,以弹幕为切入点对外部网络口碑效价与数字化消费行为的关系及其边界条件展开研究。结果发现:外部网络口碑效价对“购买环”消费行为呈“倒U形”影响,对“忠诚度环”体验(点赞、收藏)、信任(硬币)行为呈“倒U形”影响,但对“忠诚度环”互粉(分享)行为呈“U形”影响。对于可见弹幕和总体弹幕来说,弹幕数量和弹幕情感改变了外部网络口碑与数字化消费行为过程间的曲线关系;非可见弹幕的数量和情感调节效应不显著。本研究丰富了外部网络口碑与数字化消费行为的研究成果,为弹幕研究提供新的研究思路,对数字化产品口碑营销管理有重要的现实指导意义。Compared to the existing research that analyzes the linear relationship between external online word-of-mouth and some online consumer behaviors(e.g.,sales,purchase behavior),based on the consumer decision journey theory,this paper took films on the Bilibili platform as the research object,used crawler-collecting data from Bilibili.com and douban.com,and studied on the relationship between external online word-of-mouth valence and the process of digital consumption behavior.Furthermore,taking the danmaku as the breakthrough point,this paper studied the boundary conditions of these relationships.The results are as follows:Firstly,for the“purchase loop”behavior,external online word-of-mouth valence has an“inverted U-shaped”influence.For the“loyalty loop”consumption behavior,a U-shaped relationship exists among external online word-of-mouth,enjoy,and bond,but the effect of external online word-of-mouth on advocation is an inverted U-shaped.Secondly,under the condition that the number of danmaku under the display quantity limitation of the website,danmaku volume,and danmaku valence moderate the curve relationship between external word-of-mouth valence and digital consumer behavior.But these moderate effects are not significant for the danmaku volume exceeding the limitation.This paper enriches the current research results of external word-of-mouth,provides a new idea for danmaku research,and also offers insights into word-of-mouth marketing management about digital products.

关 键 词：数字化产品 外部网络口碑效价 弹幕 数字化消费行为 

分 类 号：F713.55[经济管理—市场营销]