工商管理学院知识库

近年，越来越多的电商平台纷纷转变其传统的促销、广告等营销方式，开始以“直播+”的新模式进行线上营销，希冀于通过该商业模式进一步扩大市场占有率。与此同时，随着消费者对电商直播商业形式的接受和认可，他们在观看电商主播的商业直播后更容易对主播推荐的产品甚至参与直播的主播与店铺进行关注与口碑推荐。鉴于此，大部分学者开始思考：在电商直播过程中，消费者的口碑推荐意愿如何被激发？电商企业又该通过哪些要素对消费者的口碑推荐行为进行针对性管理？

梳理相关研究发现，现有文献对于顾客口碑推荐意愿的研究多以线下店铺和传统社交媒介（如虚拟品牌社区、电商交易平台等）为背景，从产品服务质量、个人动机及社会情境等方面对影响消费者口碑推荐意愿的驱动因素展开了充分的论证。而较少有实证研究关注电商直播这一营销新模式下顾客口碑推荐意愿的形成机理。因此，本文基于心流体验理论及性别角色理论，以在电商直播营销中发挥重要作用的电商主播为研究对象，探究电商主播特性如何通过影响顾客体验进而激发顾客口碑推荐意愿。在此基础上，本文还论证了对于不同性别的顾客而言，电商主播特性对其口碑推荐意愿形成机理方面存在的差异。

研究结果表明，电商主播特性对顾客体验存在正向影响，相对而言，电商主播表现出的吸引力发挥的影响作用最强，可信性次之，互动性再次，专业性最弱；顾客体验对顾客口碑推荐意愿有显著的正向影响；对于男性顾客而言，电商主播的吸引力和专业性仅通过刺激顾客的感知体验进而激发他们的口碑推荐意愿，即仅感知体验在电商主播的吸引力与可信性在影响顾客口碑推荐意愿的过程中起到中介作用；对于女性顾客而言，她们获得的感知体验与情感体验在电商主播的可信性、吸引力和互动性影响顾客口碑推荐意愿的过程中均起到中介作用。

In recent years, many e-commerce platforms have changed their traditional marketing methods such as promotion, advertising and others, and began to adopt the new model of “live +” for online marketing, hoping to further expand their market share through this business model. At the same time, with consumers' acceptance and recognition of the commercial form of e-commerce live broadcast, it is easier for them to pay attention to and word-of-mouth the products recommended by the anchors and even the anchors and stores participating in the live broadcast after watching the commercial live broadcast of e-commerce anchor. In view of this, most scholars began to think: how can consumers' willingness of word-of-mouth recommendation be stimulated in the process of e-commerce live broadcasting? What elements should e-commerce enterprises use to manage consumers' word-of-mouth recommendation?

Combing relevant studies, it is found that the existing literatures on the willingness of customers to recommend word-of-mouth mostly takes offline stores and traditional social media (such as virtual brand community, e-commerce trading platform, etc.) as the background, and fully demonstrates the driving factors affecting consumers' willingness to recommend word-of-mouth from the aspects of product service quality, personal motivation and social situation. However, few empirical studies focus on the formation mechanism of customer word-of-mouth recommendation intention under the new marketing model of e-commerce live broadcast. Therefore, based on the flow experience theory, planned behavior theory and gender role theory, this paper takes the e-commerce anchor who plays an important role in e-commerce live broadcast marketing as the research object to explore how the characteristics of e-commerce anchor can stimulate customers' willingness to recommend word-of-mouth by affecting customer experience. On this basis, this paper also demonstrates the differences in the formation mechanism of e-commerce anchor characteristics on word-of-mouth recommendation intention for customers of different genders.

The results show that the characteristics of e-commerce anchors have a positive impact on customer experience, Relatively speaking, the attraction of e-commerce anchor plays the strongest role, followed by credibility, interaction and professionalism; Customer experience has a significant positive impact on customer word-of-mouth recommendation intention; For male customers, the attractiveness and professionalism of e-commerce anchor only stimulate customers' perceived experience to stimulate their word-of-mouth recommendation intention, that is, only perceived experience plays an intermediary role in the attractiveness and credibility of e-commerce anchor and in the process of influencing customers' word-of-mouth recommendation intention; For female customers, their perceptual experience and emotional experience play an intermediary role in the process of e-commerce anchor's credibility, attraction and interaction affecting customers' willingness to recommend word-of-mouth.