网红直播电商能带来忠诚消费者吗?——来自某化妆品品牌消费者购买的证据  

Can Internet Celebrity Live Streaming E-Commerce Bring Loyal Consumers? Evidence from a Cosmetics Brand

作　　者：邹玉凤 卢向华[1] 李凤瑶 Zou Yufeng;Lu Xianghua;Li Fengyao(School of Management,Fudan University,Shanghai 200433,China)

机构地区：[1]复旦大学管理学院,上海200433

出　　处：《外国经济与管理》2023年第5期134-152,共19页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71872050,72225004)。

摘　　要：直播电商作为一种新的零售渠道,已被证明能够依托主播的粉丝在短期内实现销售的增长。然而,直播电商能否将主播的粉丝转化为企业的忠诚消费者,为企业带来长期的收益仍是一个未知数。本研究基于某化妆品品牌消费者的实际购买数据,运用倾向得分匹配和回归分析的方法,比较了网红直播电商和线上传统营销的长短期营销效果。研究表明,在短期内,网红直播电商确实能比线上传统营销带来更多的新客,但这些新客转化为会员的比例以及平均客单价却更低;长期来看,网红直播电商中的消费者的回购率、回购金额和回购数量都比线上传统营销中的消费者要低,表明网红直播电商中的消费者忠诚度比线上传统营销中的消费者忠诚度低。本研究的结论对于帮助企业了解网红直播电商的预期收益并调整管理对策具有重要意义。In recent years,the development of live streaming e-commerce is in full swing,especially the Internet celebrity live streaming e-commerce has repeatedly created sales miracles.However,there are also high marketing costs behind the bright sales performance of Internet celebrity live streaming e-commerce.Therefore,in addition to relying on small profits or even losses to bring firms a momentary sales boom,whether it can bring long-term profits for firms is a key factor to determine the sustainable development of Internet celebrity live streaming e-commerce,and also an important issue for firms to consider when laying out Internet celebrity live streaming e-commerce.However,most of the existing studies focus on the short-term impact of live streaming e-commerce,and pay insufficient attention to the long-term impact of live streaming e-commerce.In view of this,this paper explores the impact of Internet celebrity live streaming e-commerce on long-term consumer loyalty based on the research related to live streaming e-commerce and consumer loyalty.The research collected the data of 8 800 consumers in the Internet celebrity live streaming ecommerce and 3 075 consumers in the online traditional marketing of a cosmetics brand(independent variable) on whether they were new customers and new members,and their purchase amount in the short term,and whether they repurchased,their repurchase amount and repurchase quantity(dependent variables) in the long term,as well as demographic characteristics(control variables),and used regression analysis to test the theoretical hypothesis.To reduce the error caused by sample selection bias,the research used PSM to match the samples.To check the robustness of analysis results,it also conducted analyses with the samples matched with the coarsened exact matching method.Considering the impact of the characteristics of Internet celebrities,it also conducted a difference analysis among Internet celebrities.The results show that,in the short term,Internet celebrity live streaming e-commerce can

关 键 词：网红直播电商 消费者忠诚 渠道管理 倾向得分匹配 

分 类 号：F270[经济管理—企业管理]