摘要
实体零售业在新冠肺炎疫情期间备受考验,不得不适时转变思维,直播带货随之受到追捧。针对既往文献中较少涉及数字化营销细分话题,围绕直播带货平台粉丝购买决策影响机制的研究结果表明,直播带货影响粉丝购买决策的主要环节在关注、兴趣、搜寻三阶段,而优秀的内容、激励机制、网红的特有魅力、良好的互动、对网红的信任均能显著正向影响粉丝购买决策。其中,关注环节的主要影响因子为优质的内容与有效的消费激励,兴趣环节的主要影响因子是网红的特有魅力与良好的互动,搜寻环节的显著影响因子是对网红的信任。相较而言,网红个人魅力在促进粉丝购物中蕴含着更大的商业价值。传统零售企业可积极尝试直播带货方式进行线上营销,重视直播带货中影响消费者决策中的关键因素,通过优化内容、强化促销激励、打造主播特色、提高互动频率、积累和发挥信任优势促进直播带货成效的显现。同时,在直播带货的各个环节,重视主播效应,根据关键机制要素制定直播带货营销策略;增强平台粉丝甄别与评估能力,促使粉丝理性购买;零售企业应利用直播带货契机,打开后疫情时代实体企业营销新局面。
During the epidemic,the physical retail industry has been tested;it has to change its way of thinking and keep up with the times;and live broadcasting marketing has attracted more attention.There is little previous literature focusing on digital marketing.Research on the influencing mechanism of live broadcasting marketing pattern on consumers’purchase decision shows that the key links in influencing fans’purchase decision are in such three stages as paying attention,arousing interesting,and searching,while excellent content,incentive mechanism,unique charming of the influencers,good interaction,and trust can significantly and positively affect fans'purchase decision-making.Among them,the important influencing factors in the stage of paying attention are the high-quality content and the effective consumption incentives;the important influencing factors in the stage of arousing interests are the unique charming of the influencers and the sound interaction;and the important influencing factor in the stage of searching is the trust on influencers.Comparatively speaking,the personal charming of influencer has greater commercial value in promoting fans'shopping.The authors put forward some suggestions on this:first,traditional retail enterprises should try to carry out live broadcasting marketing,pay attention to those important influencing factors,and promote the effect of live broadcasting marketing through optimizing contents,strengthening incentives,building host characteristics,improving interaction frequency,accumulate and take advantage of trust;second,they should pay more attention to the effect of the hosts and formulate the marketing strategy according to those influencing factors;third,the platforms’capability for screening and evaluating should be enhanced to promote fans’purchasing;and fourth,the retail enterprises should take advantage of the opportunity of live broadcasting marketing to open a new marketing situation in the post epidemic era.
作者
刘平胜
石永东
LIU Ping-sheng;SHI Yong-dong(School of Business,Macao University of Science and Technology,Macao 999078,China)
出处
《中国流通经济》
CSSCI
北大核心
2020年第10期38-47,共10页
China Business and Market
基金
澳门科技大学研究基金资助项目“用户体验、满意度和手机游戏成瘾:感知价值的视角”(FRG-19-039-MSB)。
关键词
直播带货
AISAS营销模型
购买决策
数字化营销
live broadcasting marketing
AISAS marketing model
purchase decision
digital marketing
