电商直播顾客参与行为的维度结构和形成机制——基于扎根理论的研究  

Dimensions and formation mechanism of customer engagement behavior in e-commerce live streaming:A grounded theory study

作　　者：周俪 沈鹏熠 ZHOU Li;SHEN Pengyi(School of Economics and Management,Ningde Normal University,Ningde 352100,China;School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China)

机构地区：[1]宁德师范学院经济管理学院,福建宁德352100 [2]江西财经大学工商管理学院,江西南昌330013

出　　处：《重庆邮电大学学报(社会科学版)》2025年第1期162-174,共13页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：国家社科基金项目:新媒体环境下“网红”代言对品牌价值的影响机制及治理对策研究(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幸福感——基于社会认知理论和自我决定理论双重视角(71762011);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(2021FZ15);宁德师范学院校级科研经费资助项目:闽东品牌发展研究创新团队(2019T05)。

摘　　要：电商直播作为数字经济时代重要的营销新模式,其持续运行离不开顾客的参与。然而,当前对于电商直播顾客参与行为的维度构成和形成机制尚不明晰。基于服务主导逻辑和价值共创思想,运用扎根理论方法分析电商直播顾客的访谈资料,提出了电商直播顾客参与行为的理论框架。电商直播顾客参与行为包括围观式参与、话语式参与和行动式参与三个维度,且不同的顾客在电商直播活动中的参与程度是有差异的,主要体现为其传播和分享信息、参与互动活动、人际交流等方面的积极性和主动性有所不同。而电商直播顾客参与行为的形成主要整合了来自电商直播平台(直播服务质量)和顾客(顾客能力)的操作性资源,通过影响直播中顾客的内在状态(社会临场感、自我效能感),继而影响顾客在电商直播中的参与行为。基于上述研究结论,从电商直播平台、品牌商家和主播三个层面提出相应的对策建议,以期为电商直播相关企业提供决策参考。电商直播平台应利用数据驱动来提供个性化服务,不断优化平台设计,丰富社会线索的体现;品牌商家应围绕直播活动制定口碑营销策略,与顾客进行持续对话;主播则应注重对顾客参与行为的引导,为其提供所需的信息,并增强顾客的社会临场感。E-commerce live streaming,as a crucial marketing innovation in the digital economy era,relies heavily on customer engagement for sustained operation.However,the dimensional structure and formation mechanism of customer engagement behaviors in live streaming remain unclear.Drawing on the service-dominant logic and value co-creation perspectives,this study employs grounded theory to analyze interview data from e-commerce live streaming customers,proposing a theoretical framework of customer engagement behaviors.The findings reveal that customer engagement behaviors in e-commerce live streaming consist of three dimensions:observational participation,dialogical participation,and action-oriented participation.Customers exhibit varying levels of engagement in live streaming activities,as reflected in their willingness and proactivity in disseminating and sharing information,participating in interactive activities,and engaging in interpersonal communication.The formation of these behaviors integrates operant resources from both the live streaming platform(service quality)and customers(customer competence).These resources influence customers’internal states,such as social presence and self-efficacy,which subsequently shape their engagement behaviors in live streaming.Based on these findings,the study offers actionable recommendations for e-commerce live streaming platforms,brand merchants,and streamers.Platforms should leverage data-driven approaches to provide personalized services,optimize platform design,and enhance the presentation of social cues.Brand merchants should develop word-of-mouth marketing strategies around live streaming activities and maintain continuous dialogue with customers.Streamers should focus on guiding customer engagement behaviors by providing relevant information and enhancing customers’sense of social presence.

关 键 词：电商直播 顾客参与行为 维度结构 扎根理论 

分 类 号：F274[经济管理—企业管理]