以品牌共創視角看直播帶貨對消費者購買意願之影響

The Impact of Livestream E-Commerce on Consumers' Shopping Tendency from the Perspective of Brand Co-creation

程皓楠(Cheng Hao-nan)

指導教授 ： 黃哲盛

中原大學/設計學院/設計學博士學位學程/博士(2023年)

https://doi.org/10.6840/cycu202301045

摘要

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門店轉向電商直播帶貨銷售，使得電商直播帶貨的消費文化在中國開始廣泛流行。然而在中國排名前20的帶貨主播（Livestream Sellers）中，淘寶、抖音、快手三家中國主要流媒體平台貢獻了接近一半的商品交易量（Gross Merchandise Volume），這是基於什麼樣的因素與機制所造成？帶貨主播、品牌商與消費者三方之間是如何互動以創造如此可觀的商品交易量？因此，本研究從品牌共創的視角來制定一個品牌商如何通過帶貨主播影響消費者購買意願的系統綜合模型，藉以探討帶貨主播、消費者、與品牌商之間的價值共創關係。同時，也探討做為帶貨主播，如何通過和消費者的互動，去影響品牌商的品牌發展。在研究架構上，將扮演社交媒體影響者的帶貨主播、提供產品銷售的品牌商和觀看電商直播的消費者三者間互動關係，以品牌共創視角，依序探討帶貨主播自身的「內容屬性」與「角色屬性」，消費者在觀看直播帶貨過程中對於品牌商的「品牌態度」、「品牌依戀」和「品牌體驗」，如何分別滿足其「功利價值」和「享樂價值」，影響其最終的「購買意願」。在研究方法與設計上，透過網路收集到1048份有效問卷，運用最小偏二乘法Smart-PLS，針對上述研究架構中的八個構面構建因果模型，進行驗證性分析，接著從結構方程式模型中探索其中的相關路徑係數。研究結果顯示，直播帶貨主播人氣因素是影響主播角色特質的最關鍵因素，而是否有更多的信息量是影響主播內容特質的關鍵因素；同時，主播的角色特質能帶給消費者更多的享樂價值，從而轉換成品牌態度與品牌依戀，而主播的內容特質可以給消費者帶來更多的品牌體驗，從而讓消費者獲得更多的功利價值，從而產生購買行動意願。

關鍵字

直播帶貨主播 ； 社交媒體影響者 ； 品牌共創 ； 品牌體驗 ； 品牌態度 ； 品牌情感依戀

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 physical stores to e-commerce live streaming sales, and the consumption culture of e-commerce live streaming has become popular in China. However, among the top 20 livestream sellers in China, Taobao, Douyin, and Kuaishou, the three major Chinese streaming media platforms, contributed nearly half of the gross merchandise volume (Gross Merchandise Volume). Therefore, the purpose of this research is to formulate a systematic and comprehensive model of how brand owners can influence consumers' purchase intentions through the brand co-creation perspective. It is used to explore the value relationship between the delivery anchor, consumers, and brand owners. And discuss how, as a delivery anchor, how to influence the development of the brand through interaction with consumers.
The research is divided into two stages. In the first stage, through the previous research on brand co-creation, sort out what is the content of brand co-creation. After entering the era of web3.0, relevant scholars have found that the influence factors of social media influencers on the field of e-commerce are sorted out and analyzed in the literature. Through literature review, this study finds that from the perspective of brand co-creation, social media influencers (SMI) generate brand attitude and brand attachment through interaction with consumers. At the same time, it also increases the brand experience of consumers on the Internet.
The second stage is confirmatory factor analysis (CFA). This study constructs a relational hypothetical model. A total of 1,048 consumers with relevant shopping experience were collected through the Internet as the survey objects, and the questionnaires were measured based on the characteristics of social media influencers (SMI), the emotion and experience of the brand, and the perspective of consumers themselves. This article uses the least partial squares method Smart-PLS to analyze the content attributes and role attributes of the anchors with goods; the brand attitude, brand attachment, brand experience of the brand owner, the utilitarian value and hedonic value of consumers, and the purchase intention at the final action level. Eight facets construct causal models for confirmatory analysis. and explored the associated path coefficients.
The research results show that the popularity factor of Livestream Sellers is the most critical factor affecting the characteristics of the anchor role, and whether there is more information is the key factor affecting the content characteristics of Livestream Sellers. At the same time, the role traits of Livestream Sellers can bring consumers more hedonic value, which can be transformed into brand attitude and brand attachment. The content characteristics of Livestream Sellers can bring consumers more brand experience, so that consumers can obtain more utilitarian value, thereby generating a willingness to purchase.

並列關鍵字

Livestream Sellers ； Social Media Influencer ； Brand co-creation ； Brand experience ； Brand attitude ； Brand emotional attachment

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