电商直播情境下消费者粘性行为因素分析

Analysis of Consumer Stickiness Behavior Factors in the Context of E-Commerce Live Broadcasting

摘要: 为探究电商直播情境因素对消费者粘性的影响规律。本文利用S-O-R模型和感知价值理论建立了电商直播情境下消费者粘性行为模型，基于主观调查数据，针对电商直播情境下消费者粘性行为的影响因素进行了实证研究。研究结果显示：(1) 电商直播情境下互动性正向影响消费者的感知价值；(2) 价值性正向影响消费者的感知价值；(3) 信任性正向影响消费者的感知价值；(4) 感知价值正向影响消费者粘性。

Abstract: To explore the impact of e-commerce live streaming context factors on consumer stickiness, this paper establishes a consumer stickiness behavior model in the context of e-commerce live streaming using the S-O-R model and perceived value theory. Based on subjective survey data, an empirical study was conducted on the influencing factors of consumer stickiness in the context of e-commerce live streaming. The results show that: (1) Interactivity in the context of e-commerce live streaming positively affects consumers’ perceived value; (2) Value positively affects consumers’ perceived value; (3) Trust positively affects consumers’ perceived value; (4) Perceived value positively affects consumer stickiness.