品牌直播间消费者价值共创机制研究  

Research on the Mechanism of Consumer Value Co-creation in Brand Live Stream

作　　者：姚雨婷 朱吉庆 Yao Yuting;Zhu Jiqing(Zhejiang Industry Polytechnic College,Zhejiang Shaoxing,312000;Shanghai International Studies University,Shanghai,200083)

机构地区：[1]浙江工业职业技术学院,浙江绍兴312000 [2]上海外国语大学,上海200083

出　　处：《中国商论》2024年第16期88-92,共5页China Journal of Commerce

基　　金：绍兴市哲学社会科学研究“十四五”规划2022年度重点课题(145194)。

摘　　要：本文基于价值共创理论,探索了电商品牌直播间消费者价值共创行为、感知价值和绩效检验三个变量之间的构成与关系,得出以下结论:(1)主播与消费者的交互行为不仅对感知功能、情感、社会、成本四种感知价值存在显著正影响,还对品牌直播间消费者购买意愿和用户黏性存在显著正影响;(2)消费者之间的交互行为不仅对感知功能、情感、社会、成本四种价值属性存在显著正影响,还对品牌直播间用户黏性存在显著正影响;(3)感知功能、社会、成本三种价值属性对购买意愿均有显著正影响;(4)感知功能、情感、成本三种价值属性和购买意愿对用户黏性均存在显著正影响。最后,本文基于研究结果提出了相应的电商直播间营销对策,以供参考。Based on the value co-creation theory,this paper explores the composition and relationship among the three variables of consumer value co-creation behavior,perceived value and performance test in the brand live stream,and draws the following conclusions:(1)The interaction between live streamers and consumers not only has a significantly positive impact on the four perceived values of perceived function,emotion,society and cost,but also has a significant positive impact on the purchase intention and user stickiness of consumers in the brand live stream;(2)The interaction between consumers not only has a significant positive impact on the four value attributes of perceived function,emotion,society and cost,but also has a significant positive impact on the user stickiness.(3)The three value attributes of perceived function,society and cost all have significant positive effects on purchase intention;(4)The three value attributes of perceived function,emotion and cost and purchase intention all have significant positive impact on user stickiness.Finally,based on the research results,the corresponding e-commerce live stream marketing countermeasures are put forward.

关 键 词：电商直播 价值共创 感知价值 共创绩效 消费经济 

分 类 号：F126.1[经济管理—世界经济]