直播间新锐品牌消费者认同形成机制研究  

Research About the Formation Mechanism of Consumer Identity of New Brand in Live Streaming

作　　者：肖开红[1] 任梦洁 雷兵[3] 刘勇 XIAO Kaihong;REN Mengjie;LEI Bing;LIU Yong(Logistics Research Center,Henan University of Technology,Zhengzhou 450001,Henan;School of Management,Henan University of Technology,Zhengzhou 450001,Henan;Business Intelligence and Knowledge Engineering Laboratory,Henan University of Technology,Zhengzhou 450001,Henan)

机构地区：[1]河南工业大学物流研究中心,河南郑州450001 [2]河南工业大学管理学院,河南郑州450001 [3]河南工业大学商务智能与知识工程实验室,河南郑州450001

出　　处：《管理学刊》2023年第2期131-148,I0002,共19页Journal of Management

基　　金：国家社会科学基金项目(21BGL239)。

摘　　要：直播间新锐品牌已获得“Z世代”消费群体的普遍认同,然而鲜有文献对上述现象蕴含的消费者心理机制问题进行探讨。本文借鉴社会影响理论,从主播在线互动视角来解答上述问题。研究表明:消费者认同与内化心理机制在主播在线互动与新锐品牌认同之间扮演着桥梁角色。主播与消费者互动的活跃度、真实性和互助性有助于提升消费者的社交临场感,进而对主播产生心理认同。主播采用更立体、更直观的信息交流方式有助于减少消费者对于新锐品牌的疑虑,增加消费者对新锐品牌的亲近感和相似感,进而将新锐品牌个性内化为其生活格调。当主播形象与品牌个性高度契合时,消费者更倾向于将其对主播的认同和信任感转化为其对品牌的认同。本文在概念化新锐品牌内涵的同时,丰富了新锐品牌消费者认同机制研究的理论体系,并为新锐品牌商、在线主播优化相关策略提供借鉴。New brands of live streaming have been widely recognized by the“Generation Z”consumer group,but the psychological mechanism of consumers implied by the above phenomenon has been rarely discussed in existing literature.Based on the social influence theory,this paper answers the above questions from the perspective of online interaction of anchors.The research shows that consumer identity and internalized psychological mechanism play a bridge role between the online interaction of anchors and the identity of emerging brands.The activeness,authenticity and mutual assistance of the interaction between anchors and consumers can help enhance the social presence of consumers,and thus generate psychological identification with anchors.In a more three-dimensional and intuitive way of information exchange,anchors can help reduce consumers’doubts on emerging brands,and increase consumers’sense of closeness and similarity to emerging brands,and then internalize the personality of emerging brands into their life style.When the anchor image is highly compatible with the brand personality,consumers are more inclined to convert their identification and trust to the anchor into brand identity.While conceptualizing the connotation of new live streaming brands,this paper enriches the new brand consumer identity mechanism research theory system,and provides reference for new brand owners and online anchors to optimize related strategies.

关 键 词：直播 在线互动 新锐品牌 认同与内化 

分 类 号：F713.36[经济管理—产业经济] F207