摘要
当前,网红直播带货已进入全面爆发期,头部网红主播惊人的带货量更使其商业价值凸显。作为一种新经济模式,网红直播带具有几个突出特点:网红成为意见领袖、互动仪式共享情感、信任增强消费黏性。信任是直播带货的根基,也是其相较于传统电商的最大优势和红利,如何构建和转化消费者信任,是主播能否成功直播带货的关键。本文从市场逻辑、情感逻辑和制度逻辑三个层面探究网红直播带货的信任机制,分析其影响因素,在此基础上,进一步构建出信任评价指标体系,并对其进行可靠性检验。
At present,web celebrity live broadcast has entered a period of full-scale outbreak,and the astonishing volume of the top web celebrities have highlighted its commercial value.As a new economic model,the web celebrity live broadcast has several outstanding features:web celebrities Become opinion leaders,interactive ceremonies share emotions,and trust enhances consumer stickiness.Trust is the foundation of live broadcast,and it is also the biggest advantage and bonus compared to traditional e-commerce.How to build and transform consumer trust is the key to make the live broadcast successfully.This article explores the tiust mechanism of web celebrity live broadcast from three aspects:market logic,emotional logic and system logic,and analyzes its influencing factors.On this basis,a trust evaluation system is further constructed and its reliabilitv is tested.
作者
徐旭初
徐菁
Xu Xuchu;Xu Jing(Law School,Hangzhou Dianzi University,Hangzhou 310018,China)
出处
《评价与管理》
2022年第1期38-43,共6页
Evaluation & Management
基金
“电子商务行为数据驱动的消费者调节聚焦特征推断研究(71771196)”,国家自然科学基金面上项目。
关键词
网红
直播带货
信任评价
Web celebrity
Live broadcast
Trust evaluation
