摘要
在疫情常态化背景下,人们的消费方式发生了很多变化,直播带货已经成为商家主要的营销手段。为了对网红直播带货经济环境下消费者复购意愿影响因素进行研究,本文在SOR研究模型基础上构建了理论模型,检验主播的专业素质、顾客满意度、服务质量、产品质量和消费者在直播中的感知互动性对信任和忠诚度的培养,及其消费者复购意愿之间的关系,并给出如何加强消费者黏性的建议。
Under the background of epidemic normalization,people’s consumption patterns have changed a lot,and live sale has become the main marketing methods for businesses.In order to study the influence elements of online celebrity live sale on consumers’re-purchase intention,this article constructs a theoretical model based on SOR research model,and tests the cultivation of professional quality,customer satisfaction,service quality,product quality and perceived interaction of consumers in the live broadcast on belief and loyalty,and studies the relationship between those cultivation and the re-purchase intention.At last this paper gives the suggestions that how to strengthen consumer stickiness.
作者
符秀丽
FU Xiuli(Sanya Institute of Technology Sanya,Hainan 572022)
出处
《中国商论》
2022年第7期43-45,共3页
China Journal of Commerce
基金
海南省教育厅课题:“基于海南自贸区建设的三亚亲子游创新产品开发和人才需求研究”(Hnky2020-73)
2021院级教育教学改革研究项目:“基于OBE理念的市场调研课程教学改革研究”(SITJG202106)。
关键词
网红直播
网红经济
复购
SOR
消费者黏性
online celebrity live
online celebrity economy
re-purchase
SOR
consumer stickiness
