社交电商情境下消费者预期价值研究——基于说服抵抗的中介作用及内容煽动性的调节作用

Research on Customer’Desired Value in the Context of Social E-commerce:Based on the Mediating Role of Persuasion Resistance and the Moderating Role of Incitement Intensity

社交电商的发展使得网红带货成为时下最流行的流量变现方式,商家利用社交媒体投放产品广告,借助网红博主的影响力为产品打开市场并建立口碑。基于说服抵抗理论和信息操纵理论,通过两个实验研究社交电商背景下网红博主与产品之间的契合程度对于消费者对产品预期价值的影响,以及该过程中说服抵抗的中介作用和博文内容煽动强度的调节作用。结果表明:与博主-产品契合度低的博文推广内容相比,博主-产品契合度高的博文推广内容能使消费者对产品产生更高的价值预期,且此过程以说服抵抗为中介。同时,内容煽动强度发挥调节作用,当煽动强度存在强弱差异时,不同博主-产品契合度的产品推广博文对消费者预期价值的影响差异逐渐加大。

With the development of social e-commerce,influencer marketing has become the most popular way of traffic monetizing.Merchants use social media to advertise their products to open up the market for their products and build public praise.Based on persuasion resistance theory and information manipulation theory,two experiments were conducted to study the impact of the degree of fit between online bloggers and products on consumers’expected value of products in the context of social e-commerce,as well as the mediating role of persuasion resistance and the regulating role of blog content incitement intensity in this process.The results show that compared with the blog promotion content with low product fit of bloggers,the blog promotion content with high product fit of bloggers can make consumers have higher value expectations for products,and this process is mediated by persuasion and resistance.At the same time,the intensity of content incitement plays a regulatory role.When the intensity of incitement varies,the impact of product promotion blogs with different bloggers’product fit on the expected value of consumers gradually increases.