%0 Journal Article
%T 电商直播情境下消费者粘性行为因素分析<br>Analysis of Consumer Stickiness Behavior Factors in the Context of E-Commerce Live Broadcasting
%A 蔡红梅
%J E-Commerce Letters
%P 742-754
%@ 2168-5851
%D 2024
%I Hans Publishing
%R 10.12677/ecl.2024.1341207
%X 为探究电商直播情境因素对消费者粘性的影响规律。本文利用S-O-R模型和感知价值理论建立了电商直播情境下消费者粘性行为模型&#65292;基于主观调查数据&#65292;针对电商直播情境下消费者粘性行为的影响因素进行了实证研究。研究结果显示&#65306;(1) 电商直播情境下互动性正向影响消费者的感知价值&#65307;(2) 价值性正向影响消费者的感知价值&#65307;(3) 信任性正向影响消费者的感知价值&#65307;(4) 感知价值正向影响消费者粘性。<br>To explore the impact of e-commerce live streaming context factors on consumer stickiness, this paper establishes a consumer stickiness behavior model in the context of e-commerce live streaming using the S-O-R model and perceived value theory. Based on subjective survey data, an empirical study was conducted on the influencing factors of consumer stickiness in the context of e-commerce live streaming. The results show that: (1) Interactivity in the context of e-commerce live streaming positively affects consumers&#8217; perceived value; (2) Value positively affects consumers&#8217; perceived value; (3) Trust positively affects consumers&#8217; perceived value; (4) Perceived value positively affects consumer stickiness.
%K 互动性&#65292
%K 价值性&#65292
%K 信任性&#65292
%K S-O-R模型&#65292
%K 消费者粘性<br>Interactivity
%K Value
%K Trust
%K S-O-R Model
%K Consumer Stickiness
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=98725