短视频生活场域还原对消费者购买意愿的影响

The Impact of Short Video Life Field Restoration on Consumers’ Purchase Intention

新兴起的短视频商业模式成功激发了消费者潜在需求,提高了其消费意愿;但是关于以生活场域还原为运营主线的短视频商业模式如何影响消费者购买意愿的问题,目前学术界还缺乏深入的理论研究。文章借助S-O-R理论,构建了短视频生活场域还原通过虚拟触觉与感知价值作用于消费者购买意愿的链式中介模型,并综合运用结构方程模型与Bootstrap法定量检验了该模型的合理性。结果表明:(1)短视频生活场域还原对消费者购买意愿存在正向影响;(2)虚拟触觉与感知价值分别在短视频生活场域还原对消费者购买意愿的正向影响中起部分中介作用;(3)虚拟触觉与感知价值在短视频生活场域还原对消费者购买意愿的正向影响中起链式中介作用。研究丰富了短视频商业模式的相关理论,为企业在短视频平台上有效地采用生活场域还原形式进行产品运营提供了实践建议。

The newly emerging short video business model has successfully stimulated consumers’ potential demand and increased their willingness to consume. However, there is still a lack of in-depth theoretical research on how short video business model with life field restoration as the main line affects consumers’ willingness to buy. Based on this, with the help of S-O-R theory, this paper constructs a chain mediation model of short video life field restoration acting on consumers’ purchase intention through virtual touch and perceived value, and uses structural equation model and Bootstrap method to test this model. The results show that:(1) short video life field restoration has a positive impact on consumers’ purchase intention;(2) virtual touch and perceived value played a partial mediating role in the positive influence of short video life field restoration on consumers’ purchase intention;(3) virtual touch and perceived value play a chain mediation role in the positive impact of short video life field restoration on consumers’ purchase intention. This study enriches the relevant theories of short video business model and provides practical suggestions for enterprises to effectively adopt the form of life field restoration for product operation on the short video platform.