Research On The Influence Of Brand Webcast's User Experience On Brand Emotion

The integration and development of Internet technology,smart phone,and various kinds of apps,as well as the continuous improvement of the online environment,make the Webcast gradually come into the public's view.Since 2016,the webcast has been explosively developed.A large number of users have flooded into the webcast industry,and major commercial giants have also injected live streaming platforms and apps.The webcast also penetrated into sports,games,e-commerce,song and dance,and many well-known e-commerce platforms and Internet companies such as Taobao,Jingdong,Xiaomi,Tencent and Sina also entered the webcast industry,and many commercial brands began to adopt it.Webcasting model to build brand awareness.The webcast has become a marketing model with great features and development prospects.The 21st century entered the era of The Experience Economy.Users focus not only on good services or products,but also on the value of experience attached to services or products.Compared with traditional brand promotion strategies or traditional online shopping methods,webcasts can undoubtedly bring users a better user experience because of their features such as real-time display,in-depth interaction,and strong realism.Major companies and brands also recognize that improving the user experience will enable companies to gain competitive advantage,and they will adopt webcasting to advertise their services or products.However,whether the experience brought to the user through the webcast mode can bring about the expected impact on the company or the brand,it is worth further research.This paper reviews domestic and international research on user experience,customer delight,brand love,brand attachment,and brand Loyalty.Based on the research background of brand webcast streaming,a theoretical model from user experience to brand love,attachment and Loyalty is proposed.The hypothesis was studied and the hypotheses were verified by descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and structural equation model analysis using Spss19.0,Amos18.0,and Mplus6.0 statistical software.The empirical results show that the user experience has a significant positive impact on customer delight under the brand webcast scenario.Customer delight has a significant positive effect on brand love,brand attachment and brand Loyalty.Through the mediating role of customer delight,user experience has a significant positive impact on brand love and brand attachment.The extent to which users participate in webcast streaming is positively adjusting the impact of user experience on customer delight.This paper divides the brand emotion into brand love,brand attachment and brand loyalty.On the one hand,these three variables have some academic similarities,all express the user's emotional attitude to the brand,while the degree is different.On the other hand,the relationship between the user and the brand can be revealed in more detail.