摘要
在互联网时代,直播已经转变为旅游电商企业进行营销的重要途径。基于刺激—机体—反应分析框架,构建了一个以视觉营销(视觉要素、信息要素)为自变量、在线沉浸感(控制感、专注度、好奇心、愉悦感)为中介变量、观众购买意愿为因变量的中介模型,并基于596份问卷数据进行了实证检验。通过使用结构方程和process v3.3等分析工具,研究发现,视觉要素和信息要素能够通过增强观众的控制感、专注度、好奇心和愉悦感,从而积极影响观众的购买意愿。这一发现不仅具有理论意义,也为在线沉浸感的应用范围带来了新的拓展。基于以上结果,建议旅游电商企业的运营者应更加关注直播视觉营销策略,力求通过创造丰富的在线沉浸感,影响并增强观众的购买意愿。
In the internet era,live streaming has metamorphosed into a vital conduit for tourism-oriented e-commerce enterprises in their marketing strategies.Based on the Stimulus-Organism-Response analysis framework,this article constructs a mediation model in which visual marketing(visual and informational elements)acts as independent variables,online immersion feelings(encompassing sense of control,degree of focus,curiosity and pleasure)act as the mediating variables,and audience purchase intentions remain the dependent variable,and undergoes empirical validation through 596 survey responses.By utilizing analytical apparatus such as structural equation modeling and the process v3.3 tool,this study uncovers that both visual and informational elements wield a positive influence on audience purchase intentions by heightening their sense of control,focus,curiosity and pleasure.This revelation not only carries theoretical implications but also posits novel expansions for the applications of online immersion feelings.Based on the above results,the study proposes that the curators of tourism e-commerce businesses ought to invest more effort into visual marketing strategies associated with live streaming,and try to influence and augment audience purchase intentions via the cultivation of an immersive online environment.
作者
张洁梅
张姊威
ZHANG Jiemei;ZHANG Ziwei(Business School,Henan University,Kaifeng 475001,China)
出处
《经济与管理评论》
CSSCI
北大核心
2023年第5期138-149,共12页
Review of Economy and Management
基金
辽宁省2023年决策咨询和新型智库委托研究课题“关于我省推动市场主体有效参与营商环境评价的对策研究”(15)
河南省高等教育教学改革重大项目“基于党委统揽作用的现代大学治理体系建构与优化研究”(2021SJGLX005)
河南省研究生精品教材项目“管理学理论前沿”(YJS2022JC29)。
关键词
直播
旅游电商
视觉营销
在线沉浸感
购买意愿
live streaming
tourism e-commerce
visual marketing
online immersion
purchase intentions
