摘要
随着短视频媒体的快速发展,网红“种草”视频成为产品推广的重要渠道,其中“种草”短视频的信息内容是营销成功的关键因素。信息双边策略是“种草”短视频创作中常用的信息策略,但目前关于网红“种草”短视频中的信息双边性对消费者购买行为和关注行为的影响机理尚不明确。本文基于双边说服理论及认知负荷理论,探讨了网红“种草”短视频中的信息双边性对消费者购买行为和关注行为的不对称影响。本文通过对15843个抖音“种草”短视频面板数据及一个行为学实验进行分析,研究发现“种草”短视频中信息双边性对消费者购买行为和关注行为的影响具有不对称关系。此外,信息偏向性和网红带货口碑在信息双边性和购买行为、关注行为之间的关系中具有显著的调节效应。本研究拓展了网红营销中消费行为的研究范畴,深化了对短视频营销中信息双边策略的理解。同时研究结论对企业的网红合作策略及网红“种草”短视频创作策略具有一定的指导意义。
With the rapid development of short video media,recommend-video has become an important channel for product promotion,and the information content of“zhongcao”short video is the key factor for marketing success.The information bilaterality strategy is a common information strategy in the creation of“zhongcao”short video,but the mechanism of the influence of the information bilaterality in the“zhongcao”short video on consumers`purchasing behavior and following behavior is still unclear.Based on the two-sided persuasion theory and cognitive load theory,this research discusses the asymmetric impact of information bilaterality in the short video of“zhongcao”on consumers`purchasing behavior and following behavior.Based on the analysis of 15,843“zhongcao”short video panel data of Tiktok and a behavioral experiment,this paper finds that the impact of information bilaterality in short video on consumers`purchasing behavior and following behavior is asymmetric.In addition,information bias and word-of-mouth have a significant moderating effect on the relationship between information bilaterality and purchasing behavior and following behavior.This study expands the research scope of consumer behavior in social media influencers marketing,and deepens the understanding of information bilaterality strategy in short video marketing.Furthermore,the research conclusion has certain guiding significance for the enterprise`s social media influencers cooperation strategy and social media influencers`short video creation strategy.
作者
杨强
霍佳乐
江燕伶
丰超
肖久灵
Yang Qiang;Huo Jiale;Jiang Yanling;Feng Chao;Xiao Jiuling(School of Business,Nanjing Audit University;College of Economics and Management,Nanjing Agricultural University;School of Economics and Management,Southwest Jiaotong University;College of Economics and Management,Nanjing University of Aeronautics and Astronautics)
出处
《南开管理评论》
CSSCI
北大核心
2023年第6期48-60,I0009,I0010,共15页
Nankai Business Review
基金
江苏省社会科学基金项目(23GLC025)
江苏省高等学校基础科学(自然科学)研究项目(23KJB630010)
南京审计大学青年教师科研培育项目(23QNPY010)资助。
关键词
短视频营销
信息双边性
购买行为
关注行为
网红营销
Short Video Marketing
Information Bilaterality
Purchasing Behavior
Following Behavior
Social Media Influencers
