电商直播场景下顾客参与行为研究--基于激发顾客社会临场感和自我效能感的分析  

Study on Customer Participation Behavior in E-commerce Live Broadcast Scenario--Analysis Rased on Stimulating Customers' Sense of Social Presence and Self-efficacy

作　　者：周俪 许基南[2] 沈鹏熠 ZHOU Li;XU Ji-nan;SHEN Pengyi

机构地区：[1]宁德师范学院经济管理学院 [2]江西财经大学工商管理学院

出　　处：《价格理论与实践》2023年第2期152-155,203,共5页Price:Theory & Practice

基　　金：国家社会科学基金项目“新媒体环境下‘网红’代言对品牌价值的影响机及治理对策研究”,项目编号:20BGL118;国家自然科学基金项目“服务场景中人工智能如何影响消费者的幸福感:基于社会认知理论和自我决定双重视角”,项目编号:72262016;宁德师范学院科研发展资金项目“电商直播消费者参与行为研究”,项目编号:2021FZ15。

摘　　要：如何吸引顾客参与电商直播对于促进电商直播健康可持续发展至关重要。本文通过深入分析电商直播场景下的顾客参与行为发现:直播服务质量积极影响顾客的社会临场感,而顾客能力对电商直播顾客参与行为(围观式参与、话语式参与和行动式参与)和顾客的自我效能感存在显著正向影响,且社会临场感又积极影响电商直播顾客参与行为和顾客的自我效能感,但自我效能感仅显著正向影响顾客的话语式参与。基于此,电商直播平台运营方应优化电商直播服务质量,提升电商直播情境下顾客的社会临场感,并恰当利用顾客能力,增强顾客的自我效能感,引导顾客参与电商直播。How to attract customers to participate in e-commerce live broadcasting is crucial to building a live broadcasting ecology and promoting the healthy and sustainable development of e-commerce live broadcasting.Through in-depth analysis of customer participation behaviors in e-commerce live broadcasting,this paper finds that:Live streaming service quality positively affects customers sense of social presence,while customer ability has a significant positive impact on e-commerce live streaming customer participation behaviors(spectator participation,discourse participation and action participation)and customers self-efficacy,and social presence positively affects e-commerce live streaming customer participation behaviors and customers'self-efficacy.However,self-efficacy only has a significant positive impact on customers'discursive participation.Based on this,e-commerce live broadcasting platform operators should optimize the service quality of e-commerce live broadcasting,improve customers sense of social presence in e-commerce live broadcasting scenarios,properly utilize customers abilities,enhance customers'sense of self-efficacy,and guide customers to participate in e-commercelivebroadcasting.

关 键 词：电商直播 顾客参与行为 社会临场感 自我效能感 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]