一種基於直播帶貨主播、消費者、品牌商的價值共創行為關係

A value co-creation behavior relationship based on live broadcast anchors, consumers, and brands

程皓楠

《2022ICWVCD視覺傳達設計國際研討會暨基礎造形論壇論文集》 2022 (2022/12) Pp. 210-219

摘要

伴隨著電子商務在中國的高速發展，加上Covid-19疫情的傳播，越來越多的產品銷售從實體銷售店面轉向電商直播帶貨銷售平臺，電商直播帶貨的消費文化在中國開始流行。本研究目的致力於制定一個品牌商如何通過帶貨主播影響消費者知覺價值，最終產生購買動機的結構模型，來探討帶貨主播、消費者、與品牌商之間的價值共創關係。本研究通過網絡收集到有相關購物經驗的517位消費者為調查對象，分別讓他們對帶貨主播的特徵以及品牌商感知和品牌共創進行問卷調查。本文以PLS-SEM模型來對帶貨主播當中的內容屬性，角色屬性、品牌信任感知、品牌質量感知以及消費者的功利價值和享樂價值和品牌共創以及最終購買動機等八個構面進行因果模型分析。研究顯示帶貨主播的角色特徵內容特徵對消費者的知覺影響有正相關影響，品牌信任和品牌感知質量也對消費者知覺感知價值產生正相關影響，同時品牌共創以及產品感知質量帶給消費者娛樂價值體驗不具有顯著性。

關鍵字

直播帶貨 ； 電子商務 ； 客戶行為 ； PLS-SEM

並列摘要

With the rapid development of e-commerce in China and the spread of the Covid-19 epidemic, more and more product sales have shifted from brick-and-mortar stores to e-commerce live streaming sales platforms. The consumer culture of e-commerce live streaming has become popular in China. The purpose of this research is to develop a structural model of how brands influence consumers' perceived value through livestream sellers, and ultimately generate purchase motivation, to explore the value co-creation relationship between livestream sellers, consumers, and brands. This study collected 517 consumers with relevant shopping experience through the Internet as the survey objects, and asked them to conduct a questionnaire survey on the characteristics of livestream Sellers, brand perception and brand co-creation. This paper uses the PLS-SEM model to analyze the content attributes, role attributes, brand trust perception, brand quality perception, consumer utilitarian value and hedonic value, brand co-creation and final purchase motivation among livestream Sellers. The research shows that the role characteristics and content characteristics of livestream sellers have a positive correlation with consumers' perceived impact, and brand trust and brand perceived quality also have a positive correlation with consumers' perceived perceived value. At the same time, brand co-creation and product perceived quality have no significant impact on consumers' entertainment value experience.