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Advances in Psychological Science    2020, Vol. 28 Issue (5) : 731-745     DOI: 10.3724/SP.J.1042.2020.00731
Conceptual Framework |
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
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Abstract  

Short video customer inspiration (SVCI) is the embodiment of customer inspiration in the context of short video. It is the temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. The antecedents of SVCI includes video factor, anchor factor and audience characteristic factor; the intersection of inspired-by and inspired-to states in SVCI forms a SVCI state matrix, in which the four inspiration states could convert into each other under certain conditions; SVCI have positive impact on customer engagement through direct (customer purchase) and indirect (customer recommendation, customer influence and customer knowledge) ways; product type and the TSBBN (Tie strength between buyer and network-anchor) play the role of moderator in the effect of SVCI on customer engagement; study on SVCI helps to reveal how customer inspiration is triggered by short video and its impact on customer engagement; this research can help network-anchor and short video platform to produce more efficient marketing strategies, and can help consumers to improve the consumption experience.

Keywords short video      customer inspiration      customer engagement      neuropsychology     
ZTFLH:  B849  
  F713.55  
Corresponding Authors: Ying XIE     E-mail: xyy0556@126.com
Issue Date: 27 March 2020
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Peng GAO
Chunqing LI
Yujie CHU
Ying XIE
Cite this article:   
Peng GAO,Chunqing LI,Yujie CHU, et al. The triggering mechanism of short video customer inspiration and its influence on customer engagement[J]. Advances in Psychological Science, 2020, 28(5): 731-745.
URL:  
http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2020.00731     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2020/V28/I5/731
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。
  
  
  
  
  
  
  
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