人工智能背景下社交电商平台的品牌体验对顾客参与意愿的影响研究  

The Impact of Online Platform Brand Experience on Engagement Intention under the Context of Artificial Intelligence

作　　者：李昱 苟芳晴 Li Yu;Gou Fangqing

机构地区：[1]山东财经大学工商管理学院,济南250014

出　　处：《公共财政研究》2024年第5期56-69,共14页Public Finance Research Journal

基　　金：山东省社会科学规划研究项目“数智赋能山东省旅游业生态系统构建的实现机制和优化路径研究”(23CLYJ20)阶段性研究成果。

摘　　要：随着人工智能(AI)技术的迅猛发展,电子商务(EC)领域经历了深刻的变革,这不仅提升了运营效率和用户体验,也为国家财政收入注入了新的活力。本文聚焦于社交电商领域,立足品牌体验的研究视角,基于S-O-R理论和价值共创理论构建人工智能背景下的线上平台参与意愿模型。本文以服务体验、娱乐体验、互动体验三维度衡量品牌体验,将购买意愿、反馈意愿和口碑意愿作为反映顾客参与意愿的变量,实证检验了消费者“沉浸”对于主效应的中介作用。研究结果发现,品牌体验正向影响顾客参与意愿,沉浸在品牌体验和顾客参与意愿之间发挥中介作用,品牌体验与沉浸之间受到时间稀缺感的调节作用。本文揭示了品牌体验对顾客参与意愿产生影响的作用机理,为优化消费者在线上平台的参与行为进而对增大消费者剩余、提升社会福利提供了有益参考。With the rapid development of technology,Artificial Intelligence (AI),a key innovative technology of the 21st century,has been widely used in several industries.E-commerce,as an important field in the modern economy,driven by AI technology,has not only been significantly improved in terms of operational efficiency,user experience and market insights,but also injected new vitality into the growth of national revenues.This study takes social e-commerce as the research object,bases on the research perspective of brand experience,and constructs the online platform participation willingness model in the context of artificial intelligence based on S-O-R theory and use satisfaction theory.The study measures brand experience in three dimensions:service experience,entertainment experience,and interactive experience,and takes willingness to buy,willingness to feedback,and willingness to word-of-mouth as the variables reflecting customers’willingness to participate,and empirically examines the mediating role of consumers’“immersion”on the main effect.The results show that brand experience positively affects customers’willingness to engage,immersion plays a mediating role between brand experience and customers’willingness to engage,and brand experience and immersion are moderated by the sense of time scarcity.This study reveals the mechanism by which brand experience affects customers’willingness to engage,and provides a useful reference for optimising consumers’engagement behaviours on online platforms.

关 键 词：品牌体验 顾客参与意愿 沉浸 时间稀缺感 消费者剩余 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]