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论文编号：	14112
作者编号：	2120213316
上传时间：	2023/6/9 17:22:49
中文题目：	兴趣电商中视频情境与推送商品相关性对消费者冲动性购买意愿的影响研究
英文题目：	Research on the Influence of Video Context and Recommended Product Correlation on Consumers'' Impulsive Purchase Intention in Interest E-commerce
指导老师：	张永强
中文关键字：	兴趣电商；SOR模型；视频情境与推送商品相关性；冲动性购买意愿；心流体验；感知价值
英文关键字：	interest e-commerce; SOR model; correlation between video context and recommended product; impulsive purchase intention; flow experience; perceived value
中文摘要：	伴随我国移动互联网的加速发展，电子商务和短视频的用户规模和使用率已经达到较高水平，以抖音为代表的“兴趣电商”成为一种新趋势，其通过“兴趣-内容-商品”的诱导路径挖掘消费者兴趣、识别用户潜在需求，最终促成消费行为。但是在目前的短视频排列上，广告和普通视频大多处于脱节状态，并没有很好地利用普通视频激发的用户即时兴趣追加商品推荐，而是对商品视频单独排列和个性化推送。兴趣电商中短视频营销相较其他类型的电子商务有怎样的特点？是通过何种机制促成消费者的冲动性购买的？消费者的个人特质在这一过程中发挥着怎样的作用？理论界与企业都迫切需要重视和解决这些问题。 本篇论文首先全面梳理了冲动性购买相关文献，发现在影响冲动性购买意愿的众多因素中，兴趣电商对情境因素的影响最为突出，因此确定“视频情境与推送商品的相关性”作为影响冲动性购买意愿的自变量；其次对消费者的情感和认知情况进行梳理；然后基于SOR理论并结合心流体验、感知价值和长期调节导向理论，确定有调节的链式中介模型；最后，通过2个预实验和2个主实验，使用SPSS和PROCESS等工具对研究模型进行实证检验。实证分析结果表明，在兴趣电商中，视频情境与推送商品的相关性对消费者冲动性购买意愿有正向影响；心流体验和感知价值在这一过程起到链式中介作用，且为完全中介作用；长期调节导向对中介路径的后半段起到调节作用。 本文的主要贡献在于：（1）提出兴趣电商中短视频营销领域不同于电商直播、个性化推荐广告的重要特点：视频情境可以为推送商品营造一个高相关的视频情境；（2）基于SOR理论揭示视频情境与推送商品的相关性对冲动性购买意愿的影响机制，即视频情境相关性这一外在刺激（S）通过心流体验和感知价值的机体（O）正向影响消费者冲动性购买意愿（R），同时消费者的长期调节导向在O-R的过程中发挥调节作用；（3）研究结论对短视频平台如何利用普通视频激发用户的即时兴趣，从而构建更短的消费决策路径有一定的启发意义；同时为商家提供了多发布与商品相关度高的自然视频内容等营销实践新思路。
英文摘要：	With the accelerated development of China 's mobile Internet, the user scale and utilization rate of e-commerce and short video have reached a high level. The interest e-commerce represented by Tik Tok has become a new trend, which captures consumer interest and stimulates potential demand with the path of interest-content-commodity, and ultimately promotes consumer behavior. However, in the current short video arrangement, most of the advertisements and ordinary videos are in a state of disconnection. They do not make good use of the instant interest of users stimulated by ordinary videos to add product recommendations, but arrange the product videos separately and push them personalized. What are the characteristics of short video marketing in interest e-commerce compared with other e-commerce marketing? Through what mechanism to promote consumer impulse buying? What role do consumers personal traits play in this process? These are also theoretical and practical problems that need to be solved. Firstly, this paper systematically combs the relevant literature at home and abroad on impulsive purchase, and finds that among the many factors that affect the impulse purchase intention, the influence of interest e-commerce on situational factors is the most prominent. Therefore, the correlation between video situation and push goods is determined as the independent variable affecting impulse purchase intention. Secondly, it sorts out the emotional and cognitive situation of consumers. Then, based on SOR theory and combined with flow experience, perceived value and long-term regulatory orientation theory, a regulated chain mediation model is determined. Finally, through two pre-experiments and two main experiments, the research model was empirically tested using tools such as SPSS and PROCESS. The empirical results show that the correlation between video context and push goods has a positive impact on consumers ' impulse purchase intention in interest e-commerce ; flow experience and perceived value play a chain mediating role in this process, and are fully mediating ; long-term regulatory orientation moderates the second half of the mediating path. The main contributions of this paper are as follows: (1) It is proposed that the field of short video marketing in interest e-commerce is different from the important characteristics of e-commerce live broadcast and personalized recommendation advertising: video context can be highly correlated with recommended product; (2) Based on the SOR theory, the influence mechanism of the correlation between video context and recommended product on impulsive purchase intention is revealed, that is, the external stimulus (S) of video context correlation positively affects consumers impulsive purchase intention (R) through the body (O) of flow experience and perceived value, and consumers long-term regulatory orientation plays a regulatory role in the process of O-R. (3) The research conclusion has certain enlightening significance for how the short video platform can use ordinary video to stimulate users instant interest, so as to build a shorter consumption decision-making path. At the same time, it also provides businesses with new ideas for marketing practices such as publishing natural video content with high correlation with product usage scenarios.
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