短视频顾客灵感的触发机制及其对顾客融入的影响

doi:10.3724/SP.J.1042.2020.00731

摘要/Abstract

摘要：

短视频顾客灵感(SVCI)是顾客灵感概念在短视频情境下的具象化, 是顾客由营销类短视频中获得的从接受营销引导的想法到转变为对消费相关目标的内在追求的激活状态。短视频顾客灵感的前因包括视频因素、主播因素和个人特质因素; 短视频顾客灵感中的观念式启发和行动式启发两个维度的交叉可以产生短视频顾客灵感状态矩阵, 矩阵中四种灵感状态在一定的条件下可以转化; 短视频顾客灵感通过直接贡献(顾客购买)和间接贡献(顾客推荐、顾客影响力和顾客知识)两条途径对顾客融入产生正向影响; 商品类型和消费者-主播关系强度在短视频顾客灵感对顾客融入的作用中起到调节作用; 短视频顾客灵感有助于揭示短视频营销中顾客灵感的触发机制及其对顾客融入的影响, 可以帮助消费类短视频主播和短视频平台产生更高效的营销内容和策略, 同时可以帮助消费者提升短视频购物的消费体验。

关键词: 短视频顾客灵感, 顾客融入, 触发机制, 神经营销学

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.

Key words: short video, customer inspiration, customer engagement, neuropsychology

中图分类号:

B849
F713.55

高鹏, 李纯青, 褚玉杰, 谢莹. (2020). 短视频顾客灵感的触发机制及其对顾客融入的影响. 心理科学进展 , 28(5), 731-745.

GAO Peng, LI Chunqing, CHU Yujie, XIE Ying. (2020). The triggering mechanism of short video customer inspiration and its influence on customer engagement. Advances in Psychological Science, 28(5), 731-745.

图/表 7

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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。

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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