直播带货营销话术对消费者行为倾向影响机制研究——基于ABC态度模型的实证

Research on the Influence Mechanism of Taobao Live Streaming Marketing Discourse on Consumer Behavior Tendency—Based on Demonstration of the ABC Attitude Model

摘要: 本研究基于ABC态度模型，将淘宝直播带货营销话术划分为消费者认识、消费者认同和消费者认购三个阶段构建理论模型，旨在探究不同阶段的淘宝直播带货营销话术对消费者认知(C)、情感(A)以及行为倾向(B)的影响机制。共收集537份有效问卷数据，用SPSS27.0和AMOS28.0进行结构方程模型实证分析。研究结果表明：(1) 直播间内消费者的认知感知(C)在第一阶段话术中较微弱，在第二、三阶段话术中较显著。(2) 消费者的情感感知(A)在第一、二阶段话术中较微弱，第三阶段话术中最强烈。(3) 消费者认知(C)刺激其情感(A)的同时，两者皆对其行为倾向(B)产生了显著影响，并且情感因素更有可能驱动消费者做出行为决策。根据研究结论，在营销话术层面为电商主播及企业的商品营销和情感营销提出相关建议。

Abstract: Based on the ABC attitude model, this study divides Taobao live streaming marketing discourse in-to three stages: consumer awareness, consumer recognition and consumer subscription, and con-structs a theoretical model, aiming to explore the influence mechanism of Taobao live streaming marketing discourse on consumer cognition (C), emotion (A) and behavioral tendency (B) at differ-ent stages. A total of 537 valid questionnaires were collected, and SPSS27.0 and AMOS28.0 were used for empirical analysis of structural equation models. The results showed that: (1) The cogni-tive perception (C) of consumers in the live broadcast room was weaker in the first stage of dis-course and more significant in the second and third stage of discourse. (2) Consumers’ emotional perception (A) is weaker in the first and second stages of discourse, and the strongest in the third stage. (3) While consumer cognition (C) stimulates their emotions (A), both have a significant im-pact on their behavioral tendencies (B), and emotional factors are more likely to drive consumers to make behavioral decisions. According to the research conclusion, relevant suggestions are put for-ward for the product marketing and emotional marketing of e-commerce anchors and enterprises at the level of marketing discourse.