
西北大学经济管理学院, 西安 710127
收稿日期:
2019-10-14出版日期:
2020-04-26发布日期:
2020-03-27通讯作者:
谢莹E-mail:xyy0556@126.com基金资助:
* 国家自然科学基金项目(71972156, 71802158);陕西省社会科学基金项目(2018S42, 2017S022);陕西省教育厅专项科研计划项目(18JK0760, 18JK0748)The triggering mechanism of short video customer inspiration and its influence on customer engagement
GAO Peng, LI Chunqing, CHU Yujie, XIE Ying(
School of Economics and Management, Northwest University, Xi’an, 710027, China
Received:
2019-10-14Online:
2020-04-26Published:
2020-03-27Contact:
XIE Ying E-mail:xyy0556@126.com摘要/Abstract
摘要: 短视频顾客灵感(SVCI)是顾客灵感概念在短视频情境下的具象化, 是顾客由营销类短视频中获得的从接受营销引导的想法到转变为对消费相关目标的内在追求的激活状态。短视频顾客灵感的前因包括视频因素、主播因素和个人特质因素; 短视频顾客灵感中的观念式启发和行动式启发两个维度的交叉可以产生短视频顾客灵感状态矩阵, 矩阵中四种灵感状态在一定的条件下可以转化; 短视频顾客灵感通过直接贡献(顾客购买)和间接贡献(顾客推荐、顾客影响力和顾客知识)两条途径对顾客融入产生正向影响; 商品类型和消费者-主播关系强度在短视频顾客灵感对顾客融入的作用中起到调节作用; 短视频顾客灵感有助于揭示短视频营销中顾客灵感的触发机制及其对顾客融入的影响, 可以帮助消费类短视频主播和短视频平台产生更高效的营销内容和策略, 同时可以帮助消费者提升短视频购物的消费体验。
图/表 7
表1顾客融入定义的代表性观点
文献来源 | 发表年份 | 顾客融入的定义 |
---|---|---|
Higgins & Scholer | 2009 | 顾客与某一焦点客体互动过程中产生的一种被投入、占据、完全吸引的心理状态 |
Bowden | 2009 | 使新顾客转换为忠诚顾客并持续购买的心理过程 |
Van Doorn et al. | 2010 | 超越顾客购买关系的非交易行为, 包括口碑传播、撰写评论与博客、推荐、帮助其他顾客等行为 |
Mollen & Wilson | 2010 | 客户基于其与品牌关系的认知与情感承诺而产生的行为 |
Hollebeek | 2011 | 顾客在与品牌互动时进行认知、情感和行为投入的程度 |
Brodie et al. | 2011 | 通过与焦点对象(如品牌)的互动和共同创造的顾客体验而产生的一种心理状态 |
Vivek et al. | 2014 | 个体参与企业产品改进或其他活动的强度, 以及与产品或活动进行联结的强度 |
Wirtz, Den Ambtman et al. | 2013 | 顾客因为对在线品牌社群的认同而产生的各种积极影响 |
Hollebeek et al. | 2016 | 顾客对企业或品牌积极的、可效价化的表现与投入 |
Pansari & Kumar | 2016 | 不止包含购买以外的行为(如顾客推荐、顾客影响和顾客知识), 也包括购买行为本身 |
Pansari & Kumar | 2017 | 客户通过直接或间接贡献为企业增值的机制 |
陈静、于洪彦等 | 2017 | 融入主体在特定情境条件下, 通过与融入客体交易之外的互动体验所产生的, 体现出一定认知、情感与行为强度的与融入对象的联系强度 |
姚山季、王富家等 | 2018 | 用户自主开展的宣传、关注、或维护社区品牌与形象, 以及协助社区平台运营等的具体行为, 如口碑传播、推荐、反馈及评价等。 |
表1顾客融入定义的代表性观点
文献来源 | 发表年份 | 顾客融入的定义 |
---|---|---|
Higgins & Scholer | 2009 | 顾客与某一焦点客体互动过程中产生的一种被投入、占据、完全吸引的心理状态 |
Bowden | 2009 | 使新顾客转换为忠诚顾客并持续购买的心理过程 |
Van Doorn et al. | 2010 | 超越顾客购买关系的非交易行为, 包括口碑传播、撰写评论与博客、推荐、帮助其他顾客等行为 |
Mollen & Wilson | 2010 | 客户基于其与品牌关系的认知与情感承诺而产生的行为 |
Hollebeek | 2011 | 顾客在与品牌互动时进行认知、情感和行为投入的程度 |
Brodie et al. | 2011 | 通过与焦点对象(如品牌)的互动和共同创造的顾客体验而产生的一种心理状态 |
Vivek et al. | 2014 | 个体参与企业产品改进或其他活动的强度, 以及与产品或活动进行联结的强度 |
Wirtz, Den Ambtman et al. | 2013 | 顾客因为对在线品牌社群的认同而产生的各种积极影响 |
Hollebeek et al. | 2016 | 顾客对企业或品牌积极的、可效价化的表现与投入 |
Pansari & Kumar | 2016 | 不止包含购买以外的行为(如顾客推荐、顾客影响和顾客知识), 也包括购买行为本身 |
Pansari & Kumar | 2017 | 客户通过直接或间接贡献为企业增值的机制 |
陈静、于洪彦等 | 2017 | 融入主体在特定情境条件下, 通过与融入客体交易之外的互动体验所产生的, 体现出一定认知、情感与行为强度的与融入对象的联系强度 |
姚山季、王富家等 | 2018 | 用户自主开展的宣传、关注、或维护社区品牌与形象, 以及协助社区平台运营等的具体行为, 如口碑传播、推荐、反馈及评价等。 |

图1研究内容总体逻辑框架图


图2研究1的主要内容框架


图3研究2的主要内容框架


图4SVCI状态矩阵


图5研究3的主要内容框架


图6研究4的主要内容框架

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