品牌自播电商模式下互动性对用户黏度的影响研究  

Impacts of Interactivity on User Viscosity in the Mode of Brand Self-Broadcasting E-Commerce

作　　者：包金龙[1] 岳雯 徐翠萍 Bao Jinlong;Yue Wen;Xu Cuiping(School of Management,Suzhou Vocational University,Suzhou 215104,China)

机构地区：[1]苏州市职业大学管理学院,江苏苏州215104

出　　处：《无锡商业职业技术学院学报》2023年第2期1-7,共7页Journal of Wuxi Vocational Institute of Commerce

基　　金：江苏省大学生实践创新训练项目“电商平台品牌自播用户黏度影响因素研究”(202111054030Y)。

摘　　要：“直播+”新常态背景下,越来越多的传统品牌企业通过自建直播渠道实现营销模式的数字化转型,随着竞争加剧,如何吸引并且留住用户是商家关注的重要问题。引入“顾客资产驱动因素—忠诚”理论模型,综合价值资产、品牌资产和关系资产感知因素,构建包含响应性、去中心性和互动频率的直播电商用户黏度影响机制模型,并采用问卷调查法予以实证分析。结果表明:品牌自播电商模式下,各互动性维度对价值资产、品牌资产、关系资产均存在显著影响;关系资产对用户停留与用户留存存在显著影响,而价值资产和品牌资产的影响不显著;用户停留对用户留存存在显著影响。Under the background of the new normal of“live streaming plus”,more and more traditional branded enterprises have realized the digital transformation of their marketing models through self-built live streaming channels.With the intensification of competition,how to attract and retain users has become an important issue for businesses.Based on the customer equity drivers-loyalty model,this paper synthesizes the three factors of value equity,brand equity,and relationship equity to construct a mechanical model of the influence of specific dimensions of interactivity,including responsiveness,decentralization,interaction frequency,on the user viscosity of brand livestream e-commerce,which is empirically analyzed by using a questionnaire.The results show that in the mode of brand self-broadcasting e-commerce,each dimension of livestream interactivity has a significant impact on value equity,brand equity,and relationship equity.Relationship equity has a significant effect on user stay and user retention,while the effects of value equity and brand equity are not significant,and user stay has a significant effect on user retention.

关 键 词：直播电商 品牌自播 用户黏度 顾客资产驱动因素 

分 类 号：F713.36[经济管理—产业经济]