基于淘宝直播的电子商务平台直播电商价值共创行为过程研究

The Process of Value Co-creation Behavior about Online Live Shopping in E-commerce Platform Based on the Taobao Live Shopping

针对直播电商将消费者购物过程的“人-商品-场景”3个要素均聚焦到一个线上的即时情境中所产生的新问题,以淘宝直播电商为研究对象,运用价值共创理论构建电子商务平台直播电商价值共创行为过程理论模型,并通过结构方程模型进行实证检验。研究认为,电子商务平台直播电商在价值共创行为过程中需要:①主动地提出价值主张,并谨慎对待价值主张提出中的利益性程度;②价值共创行为需要重点关注产品互动和媒介互动,并需要权衡人际互动的程度;③价值主张提出能显著地促进产品互动与人际互动,但是对媒介互动影响不显著。

This study explores new theoretical and practical problems that online live shopping focuses on three elements of“human-commodity-context”within an online real-time situation.Thus,this paper takes Taobao as the research object,uses the value co-creation theory to establish a research framework to explore the process of value co-creation behavior of online live shopping in e-commerce platform.Structural equation model was used to test and verify the hypothesis,and the results show that:①e-commerce platform needs to actively put forward value proposition,and carefully treat the degree of profits in value proposition;②value co-creation behavior needs to focus on product interaction and media interaction,and balance the degree of interpersonal interaction;③value proposition can significantly promote product interaction and interpersonal interaction,but has no effect on media interaction.