基于扎根理论的服装网络直播体验维度及其对购买意愿的影响机制

Dimensions of clothing webcast experience and its influence mechanism on purchase intention based on grounded theory

针对服装网络直播体验感较差的问题,采用深度访谈和扎根理论的研究方法,对服装网络直播体验的内涵、维度指标及其对顾客的服装购买意愿的影响机制进行深入剖析和探索。研究发现:服装网络直播体验包含服装产品体验、直播场景体验、直播效果体验、直播互动体验、情感体验、直播内容体验和直播优惠体验7个要素;其影响机制存在促进和抑制2种主体路径,促进机制主体路径为“网络直播体验—体验价值—顾客信任—顾客购买意愿”,抑制机制主体路径为“网络直播体验—体验价值—感知风险—顾客购买意愿”,这2条主体路径与刺激-机体-反应模型相吻合,并且在刺激和机体之间受到主播特征和顾客涉入度的调节作用。

Aiming at poor experience of clothing live webcast,the research methods of in-depth interview and grounded theory were adopted,and the connotation,dimension index of clothing webcast experience and the impact mechanism of clothing purchase on customers were analyzed and explored in depth.The results show that the clothing webcast experience can be concluded to include seven elements,i.e.,clothing product experience,live scene experience,live effect experience,live interaction experience,emotional experience,live content experience and live discount experience.There are two main paths to promote and inhibit its influence mechanism.The main path of the promotion mechanism is"webcast experience-experience value-customer trust-customer purchase intention",and the main path of the inhibition mechanism is"webcast experience-experience value-perceived risk-customer purchase intention".These two main paths coincide with the stimulus-organism-response model,and are regulated by anchor characteristics and customer involvement between stimulus and organism.