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论文编号：	14656
作者编号：	2120223692
上传时间：	2024/6/5 17:32:21
中文题目：	知识型直播带货特征对直播间顾客忠诚的影响研究 ——基于顾客认同的中介作用
英文题目：	Research on The Impact of Knowledge-Based Live Streaming Sales Characteristics on Customer Loyalty about Live Streaming Rooms ——The Mediating Role Based on Customer Identification
指导老师：	许晖
中文关键字：	知识型直播带货；顾客认同；顾客忠诚
英文关键字：	Knowledge based live streaming e-commerce; Customer identification; Customer loyalty
中文摘要：	在2016年以后，直播带货市场呈现出日益蓬勃的发展态势。在2016年至2021年间，直播间普遍采用的营销策略是“快速吆喝叫卖”与“颜值主播”相结合的方式，旨在有效吸引并维持受众的关注度。在后疫情时代，出现了知识型直播带货，众多消费者的注意力被这种慢节奏的直播带货形式吸引。东方甄选更是凭借知识型直播带货成功转型，在短时间内迅速“出圈”。但目前在营销领域鲜有学者通过实证研究对知识型直播带货的特征和影响效果进行探讨，因此，本研究在ABC态度理论、说服理论等基础上，通过案例研究对知识型直播带货的特征进行总结，并通过实证研究探讨知识型直播带货特征对直播间顾客忠诚的影响作用。 本研究通过案例研究与实证研究的方法，深入探讨了知识型直播带货的特征和影响效果。首先，借助案例研究的方法，从企业视角出发，通过编码工作全面提炼知识型直播带货的特征。其次，在此基础上，结合相关理论构建了研究模型。最后，运用实证分析的方法，深入探究了知识型直播带货特征对直播间顾客忠诚的影响，以及顾客认同在其中的中介作用。在案例研究部分，本研究选取三个各具特点且营销效果显著、深受消费者喜爱的知识型带货直播间作为案例分析对象。通过对知识型直播带货的特征进行分析，总结归纳出主播属性、带货产品、直播消费场景三个维度下的六个特征，即主播专业性、主播魅力性、产品价格优惠、产品品质、直播专业性、直播内容性，确定了本研究的自变量，并据此构建了关于知识型直播带货特征与直播间顾客忠诚之间的实证模型。在实证分析部分，本研究采取问卷调研的方式，结合实证分析，对构建的模型进行检验。研究结果表明，知识型直播带货特征（主播属性、带货产品、直播消费场景）正向影响直播间顾客忠诚，同时顾客认同（认知认同、情感认同、评价认同）在知识型直播带货特征对直播间顾客忠诚的影响中起到了中介作用。
英文摘要：	Since 2016, the live-streaming e-commerce market has exhibited a increasingly vibrant development trend. Between 2016 and 2021, the prevalent marketing strategy adopted in live-streaming rooms was a combination of "rapid shouting and selling" and "attractive anchors," aiming to effectively attract and maintain audience attention. In the post-pandemic era, a new type of live-streaming scenario emerged - knowledge-based live-streaming e-commerce. Eastern Selection successfully transformed through knowledge-based live-streaming e-commerce and "broke the circle" after a short period of exploration. However, currently, few scholars in the marketing field have empirically studied the characteristics and impact of knowledge-based live-streaming e-commerce. Therefore, based on ABC attitude theory, persuasion theory, and other frameworks, this study summarizes the characteristics of knowledge-based live-streaming e-commerce through case studies and empirically explores their impact on customer loyalty in live-streaming rooms. This study delves into the characteristics and effects of knowledge-based live-streaming e-commerce through a combination of case studies and empirical research. Firstly, using case studies, it comprehensively summarizes and extracts the characteristics of knowledge-based live-streaming e-commerce from a corporate perspective. Secondly, based on this, a research model is constructed in combination with relevant theories. Finally, empirical analysis is employed to deeply explore the impact of the characteristics of knowledge-based live-streaming e-commerce on customer loyalty in live-streaming rooms, as well as the mediating role of customer identification. In the case study section, this research selects three distinctive knowledge-based live-streaming rooms with significant marketing effects and popular among consumers as case study objects. Through an analysis of the characteristics of knowledge-based live-streaming e-commerce, six features under three dimensions of anchor attributes, products carried, and live-streaming consumption scenarios are summarized, namely, anchor professionalism, anchor charm, product price discounts, product quality, live-streaming professionalism, and live-streaming content. These features determine the independent variables of this study and accordingly construct an empirical model on the relationship between the characteristics of knowledge-based live-streaming e-commerce and customer loyalty in live-streaming rooms.In the empirical analysis section, this study adopts questionnaire surveys and combines them with empirical analysis to test the constructed model. The results indicate that the characteristics of knowledge-based live-streaming e-commerce (anchor attributes, products carried, live-streaming consumption scenarios) positively influence customer loyalty in live-streaming rooms. Additionally, customer identification (cognitive identification, emotional identification, evaluative identification) plays a mediating role in the impact of the characteristics of knowledge-based live-streaming e-commerce on customer loyalty in live-streaming rooms.
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