工商管理学院知识库

  5G技术为网络直播行为提供了技术基础，截至2021年3月，我国网络直播用户规模达6.17亿，网络直播行业呈现高速发展态势，网络直播模式的商业价值日益凸显，近两年已成为学者们研究的热点问题。体验经济时代，用户体验管理在品牌管理中有着举足轻重的地位，企业如何运用新的商业模式驱动品牌成长紧随消费者的需求偏好成为品牌管理者关注的焦点。然而，关于品牌体验的研究尚未引起学者足够的重视，尤其是对直播立体仿真场景的品牌体验研究成果相对匮乏。

  鉴于此，本文从直播购物场景出发，以服装类品牌为研究对象，通过文献归纳法、问卷调查法、统计分析法等研究方法。首先，梳理和总结了直播情景下品牌体验、品牌信任、品牌购买意愿、网络购物经验等相关变量的内涵及相互关系，将直播购物情景下品牌体验划分为互动体验、真实体验、信息体验及享乐体验，基于SOR理论、社会临场感理论及信任理论提出研究假设并构建理论模型；其次，结合相关学者开发的量表设计调查问卷，收集有效问卷348份，使用SPSS22.0软件进行信度效度分析、相关性分析、比较均值检验，并使用层次回归及Process宏程序进行假设检验，结果表明：（1）直播体验、真实体验、信息体验及享乐体验，直播购物情景下品牌体验对品牌购买意愿具有显著正向影响；（2）直播购物情景下品牌信任在品牌体验与品牌购买意愿之间起中介作用；（3）直播购物情景下网络购物经验在品牌体验与品牌信任和品牌信任与品牌购买意愿之间起调节作用。再次，基于本文研究结论，对企业管理者更合理、更有效地利用直播平台提供以下三点管理建议：一是科学有效的推动品牌直播购物平台建设；二是进行消费者品牌信任机制的构建；三是对不同消费群体实施差异化管理。最后，提出了本研究的局限性并对未来研究进行展望。

    5G technology provided the technical foundation for webcasting behavior. As of March 2021, the number of webcasting users in my country had reached 617 million. The webcasting industry was showing a rapid development trend. The commercial value of the webcasting model had become increasingly prominent. It had become scholars in the past two years Research hot issues. In the era of experience economy, user experience management had a pivotal position in brand management. How companies use new business models to drive brand growth and follow the needs and preferences of consumers had become the focus of brand management. However, the research on brand experience had not attracted enough attention from scholars, especially the research results on brand experience of live 3D simulation scene experience are relatively scarce.

      In view of this, this article started from the live shopping scene, took clothing brands as the research object, and adopted research methods such as literature research method, questionnaire survey method, and statistical analysis method. First, it sorted out and summarized the connotations and interrelationships of related variables such as brand experience, brand trust, brand purchase intention, online shopping experience in the live broadcast scenario, and divided the brand experience in the live shopping scenario into interactive experience, real experience, information experience and hedonic experience, based on SOR theory, social presence theory and trust theory, proposed research hypotheses and construct theoretical models; secondly, designed questionnaires based on scales developed by relevant scholars, collected 348 valid questionnaires, and used SPSS22.0 software for reliability and effectiveness Degree analysis, correlation analysis, comparative mean test, and hypothesis testing using hierarchical regression and Process macro program. The results showed that: (1) Brand experience in the live broadcast scenario had a significant positive impact on brand purchase intention; (2) In the live broadcast scenario Brand trust played an intermediary role between brand experience and brand purchase intention; (3) Online shopping experience played a moderating role between brand experience and brand trust, and brand trust and brand purchase intention under live broadcast scenarios. Thirdly, based on the research conclusions of this article, the following three management suggestions were provided for enterprise managers to use the live broadcast platform more reasonably and effectively: First of all, scientifically and effectively promoted the construction of the brand shopping live broadcast platform; the second was to build a consumer brand trust mechanism ; The third was to implement differentiated management for different consumer groups. Finally, the limitations of this research were proposed and future research was prospected.