电商直播类型对新产品购买意愿的影响  

Research on the Influence of E-Commerce Live Streaming Type on Consumers'Purchase Intention of New Products

作　　者：韩召 杜刚 熊爱华[2] HAN Zhao;DU Gang;XIONG Ai-hua(Faculty of Economics and Management,East China Normal University,Shanghai,200062,China;School of Business Administration,Shandong University of Finance and Economics,Jinan,Shandong,250014,China)

机构地区：[1]华东师范大学经济与管理学部,上海200062 [2]山东财经大学工商管理学院,山东济南250014

出　　处：《经济管理》2023年第4期133-150,共18页Business and Management Journal ( BMJ )

基　　金：中央高校基本科研业务费项目华东师范大学人文社会科学青年跨学科创新团队项目“新信息技术环境下家庭医疗移动式服务运作管理前沿交叉理论与方法研究”(2021QKT007)。

摘　　要：与主播达人合作进行直播带货是新产品推广的重要手段,而伴随品牌商对直播带货模式的熟悉以及对建立品牌直播间的重视,品牌自播迎来发展热潮。对于知名品牌商而言,该如何选择直播主体去推广新产品?本文从直播主播类型和新产品类型两大特性出发,对消费者的新产品购买意愿进行研究,并围绕消费者的感知质量不确定性、感知匹配不确定性与电商退货策略进行深入探索,基于信号理论,通过三个虚拟实验进行实验验证。研究结果表明,品牌商实施自费的退货策略时,搜索型新产品选择两种直播主播类型效果差异不显著;品牌商实施免费的退货策略时,搜索型新产品选择品牌自播会降低感知质量不确定性,进而提升购买意愿。品牌商实施自费的退货策略时,体验型新产品选择达人直播会降低感知匹配不确定性,进而提升购买意愿;品牌商实施免费的退货策略时,体验型新产品选择两种直播类型效果差异不显著。研究结果深化了新产品营销相关理论,拓展了直播主播类型的研究范畴,丰富了电商直播的研究内容,并为后续开展数字营销研究提供思想借鉴,为品牌商选择合适的直播主播类型与电商退货策略来提升新产品推广效果提供理论借鉴和实践指导。Cooperating with well-known streamers to carry out live streaming is an important means of product promotion.With the familiarity of brands with live streaming and the emphasis on building brand live streaming session,well-known brands will also choose the brand self-streaming mode.In the context of new product marketing,how should brands choose the live streaming subject?This study focuses on the problem of brand owners promoting new products through e-commerce live streaming,and discusses how to choose the appropriate new types of live streaming according to product categories and return strategies,so as to achieve better new promotion results.Building on signal theory,this study examines how e-commerce live streaming type impacts consumers'purchase intention of new products.Specifically,this research seeks to address the following research questions:(1)Which type of ecommerce live streaming does brands of different types of products choose is more conducive to promoting consumers'purchase of new products?(2)What is the mediation effect of consumer perception quality uncertainty and perception fit uncertainty?(3)Will the above impact process be moderated by the return strategy?We determined the boundary conditions of these effects through three experiments,and the experimental data are processed by SPSS 25.0 statistical analysis software.Experiment 1 tries to find the difference of consumers'new product purchase intention under the situation of brand selfstreaming and talent streamers of different types of new products.The results show that there is no significant difference in the effect of search product branders choosing brand self-streaming and talent streamers for new product promotion;However,the effect of branders of experiential products choosing talent streamers to promote new products is better than that of brand self-streaming.Experiment 2 explores the role of perceptual quality uncertainty and perceptual fit uncertainty in the above paths.The results show that for experiential new products,the selec

关 键 词：新产品营销 主播类型 产品类别 感知不确定性 电商退货策略 

分 类 号：F713.5[经济管理—市场营销]