工商管理学院知识库

        互联网技术的飞速发展以及智能终端设备的普及，为“全民直播”的出现提供了技术支持，直播正在成为全民新的生活方式。直播基于实时互动性、受众人群广等特征被广泛应用于电子商务领域，电商直播应运而生并成为拉动经济增长的重要引擎。电商直播模式的出现使得传统的品牌营销受到了挑战，如何在新的品牌生态下获得竞争优势引起了管理者的思考。鉴于电商直播的实时互动性特征，有学者将目光聚焦于互动对消费者品牌态度的影响机制，并取得了丰硕成果。然而以往的互动研究多局限于顾客与主播的互动，顾客间互动研究并不深入。因此本文以互动视角切入，着重考察新的营销模式下顾客间互动对品牌忠诚的影响机制兼具理论和实践意义。

       基于此，本文以电商直播为研究情景，以品牌直播间的顾客为研究对象， 通过文献归纳法、问卷调查法、统计分析法等研究方法，着重探讨不同维度的顾客间互动（信息互动、社交互动、娱乐互动）对品牌忠诚的差异化影响，并考察顾客体验价值（功能体验价值、情感体验价值）在此过程的中介作用。首先，通过文献梳理，理清各个变量的内涵、研究现状及相互关系，基于心流体验理论、互动仪式链理论、体验营销理论等提出研究假设并尝试构建电商直播情景下的理论模型。其次，使用 SPSS26.0 统计软件对搜集到的 250 份有效问卷进行实证分析，包括信效度分析、相关性分析、变异数检验、主效应检验和中介效应检验。研究结果表明：（1）信息互动、社交互动、娱乐互动均对顾客品牌忠诚产生显著正向影响；（2）信息互动、社交互动、娱乐互动均对顾客体验价值（功能体验价值、情感体验价值）产生显著正向影响；（3）顾客体验价值对品牌忠诚产生显著正向影响。（4）顾客体验价值在顾客间互动与品牌忠诚间的中介效应显著。最后，基于研究结论为管理者更有效的利用电商直播平台展开营销提供相关建议并提出了本文的研究不足及展望。 

       The rapid development of Internet technology and the popularity of intelligent terminal equipment provide technical support for the emergence of "national live broadcasting", and live broadcasting is becoming a new way of life for all people. Based on the characteristics of real-time interaction and wide audience, live streaming has been widely used in the field of e-commerce, which has emerged as The Times required and become an important engine driving economic growth. The emergence of e-commerce live broadcast mode has challenged traditional brand marketing, and managers have been thinking about how to obtain competitive advantages under the new brand ecology. In view of the realtime interactive characteristics of e-commerce live broadcast, some scholars focused on the influence mechanism of interaction on consumers' brand attitudes, and achieved fruitful results. However, previous interaction studies are mostly limited to the interaction between customers and anchors, and the research on the interaction between customers is not in-depth. Therefore, from the perspective of interaction, this paper focuses on the influence mechanism of customer interaction on brand attitude under the new marketing model, which has both theoretical and practical significance.

   Based on this, this paper takes e-commerce live broadcast as the research scenario and customers of brand live broadcast as the research object. Through literature induction, questionnaire survey, statistical analysis and other research methods, this paper focuses on the differentiated influence of customer interaction from different dimensions (information interaction, social interaction and entertainment interaction) on brand loyalty. The mediating role of customer experience value (functional experience value, emotional experience value) in this process is also investigated. First of all, through literature review, the connotation, research status and mutual relationship of each variable are clarified, research hypotheses are proposed based on flow experience theory, interactive ritual chain theory, experience marketing theory and so on, and theoretical models are attempted to be constructed in the context of ecommerce live broadcast. Secondly, SPSS26.0 statistical software was used to conduct empirical analysis on 250 valid questionnaires collected, including reliability and validity analysis, correlation analysis, variance test, main effect test and mediation effect test. The results show that :(1) information interaction, social interaction and entertainment interaction all have a significant positive impact on customer brand loyalty; (2) Information interaction, social interaction and entertainment interaction all have a significant positive impact on customer experience value (functional experience value and emotional experience value); (3) Customer experience value has a significant positive impact on brand loyalty. (4) The mediating effect of customer experience value on the relationship between customer interaction and brand loyalty is significant. Finally, based on the research conclusions,relevant suggestions are provided for managers to make more effective use of e-commerce live broadcast platform for marketing, and the deficiencies and prospects of this paper are proposed.