| Driven by intelligent and mobile media technologies,marketing communication is undergoing profound changes.New technical means have given birth to various new and effective marketing communication means,among which e-business live broadcasting is one of them.Live broadcast of e-commerce enables service personnel to "face to face" with consumers through live broadcast to explain and display products.With its vivid image,real and intuitive product presentation,e-business live broadcast is increasingly favored by e-business platform consumers.More and more e-business platforms are also trying to use e-business live broadcast as a way of product display and promotion.From the perspective of servicescape,this study conducts a research on e-commerce live broadcasting.At present,many scholars carry out research on network servicescape,which enriches the research results of network servicescape.However,few scholars have studied the effect mechanism of online "face-to-face" service such as live streaming of e-commerce on consumers' psychology and behavior.Therefore,this study has carried out three specific studies that are interrelated and each has its own focus to deeply discuss how the network service scene of live broadcast of e-commerce ACTS on consumers,so as to provide the academia and industry with an in-depth understanding of the behaviors and motivations of consumers stimulated by the network service scene of live broadcast.The three studies are as follows:(1)Based on grounded theory,through the interview broadcast industry at present,the top three clothes,beauty makeup and jewelry users,puts forward the seven main categories of live electricity service scenario,the seven main categories to stimulate the body-reaction paths and perception/impression-cognitive/evaluation-willingness to live/behavior path on the electricity users,on the basis of this construct electricity live service scenario of "scenario attached to the mechanism of action of consumers" and "the mechanism of action of consumer online behavior intention" two core category.Finally,the theoretical framework is further elaborated to provide a reference for enterprises to develop e-commerce live streaming platforms and increase the traffic and sales volume of online stores.(2)Explore the social clues,sense of identity,business friendship and its influence on scene attachment of live streaming service of e-commerce.Based on the research background of e-business live broadcast,and on the theoretical basis of service scene and scene attachment,this paper constructs the influence relationship model of social clues,sense of identity,business friendship and scene identification in e-business live broadcast service scene.Taking live streaming users of e-commerce as the research object,434 network questionnaires were collected and the influence mechanism of social cues on users' attachment to the scene in the live streaming service scene of e-commerce was studied by using the structural equation model.The results show that the posture and service skills in the social elements of the scene of e-business live broadcast service have significant positive effects on business friendship and scene identification.It also examines the mediating role of identity and business friendship.The role of verbal communication in social cues in identity and business friendship is untested.(3)Explore the social clues,social presence and its influence on online behavior intention of live streaming servicescape of e-commerce.Based on the theory of social cues and social sense of presence in the scene of live streaming service of e-commerce as the research background,380 network questionnaires were collected from the users of live streaming service of e-commerce as the research object.With the structural equation model,the influence mechanism of social cues in the scene of live streaming service of e-commerce on users' online intention and behavior was studied.The results show that the social elements of the scene of e-business live broadcast service have significant positive effects on the sense of social presence and online behavioral intention. |
PDF Full Text Request