电商直播技术社会示能性对消费者平台使用意向的影响

Influence of Live Streaming Commerce Technology′s Social Affordances on Consumer Intention to Use Platforms

电商直播技术处于快速迭代更新中,各直播电商利益主体亟须明确电商直播技术特征对消费者使用直播购物平台产生的影响,进而对技术功能进行个性化改进。与传统基于网页的图文展示技术相比,电商直播技术给消费者与主播及其他消费者实时互动提供了可能性,即电商直播技术的社会示能性,通过满足多维消费者体验需求,最终提高消费者直播购物平台使用意向。结合示能性理论需求-示能性-功能视角与消费者体验理论,构建消费者直播购物平台使用意向影响因素及作用机制模型。识别并定义电商直播技术支持消费者与主播互动的合作替代性学习互动示能性(包含演示、对话和奖励3种一阶示能性)和支持消费者之间互动的社会互动示能性(包含信息透明性和行为可见性两种一阶示能性),探究其如何满足包含认知体验、情感体验、社会体验和感官体验的多维消费者体验,进而提升消费者直播购物平台使用意向。采用问卷调查收集数据,通过Spss 22.0和Smart PLS 3.0对856份有效样本的数据进行实证分析。研究结果表明,所有消费者体验均对直播购物平台使用意向有正向影响,其中认知体验和情感体验的影响大于社会体验和感官体验;合作替代性学习互动示能性和社会互动示能性均对各个维度的消费者体验有正向影响,其中合作替代性学习互动示能性的影响大于社会互动示能性;合作替代性学习互动示能性对认知体验的影响最大,而社会互动示能性对情感体验的影响最大;消费者体验在合作替代性学习互动示能性与直播购物平台使用意向之间起部分中介作用,在社会互动示能性与直播购物平台使用意向之间起完全中介作用。研究结果揭示了电商直播技术特征塑造消费者体验进而提高消费者直播购物平台使用意向的过程机理,为电商直播平台优化功能设计、主播提升直播间互动能力、品牌商和商家制定直播策略提供了理论依据和实践指导,有利于促进直播电商经济健康持续发展。

As live streaming commerce technology is now in rapid iteration,it is urgent to clarify the impacts of the technology's features on consumers'intention to use live streaming shopping platform and then optimize the technology.Com-pared to traditional text and image display technology on the web,live streaming commerce technology allows consumers to interact with streamers and other consumers in real time.This is its social affordance,which can increase the intention of con-sumers to use live streaming shopping platform by satisfying consumers'multidimensional experience.By combining the needs-affordances-features perspective and the theory of the consumer experience,a model of the influ-encing factors and the mechanism of the consumers'intention to use live streaming shopping platforms was developed.Two social affordances of live streaming commerce technology were identified,including coactive vicarious learning interaction af-fordance(including demonstration,conversation,and reward)and social interaction affordance(including message transpar-ency and behavior visibility).Then,how these social affordances evoke multi-dimensional consumer experiences(namely,cog-nitive experience,emotional experience,social experience,and sensory experience)and further enhance consumers'intention to use live streaming shopping platforms was explored.An online survey was used to collect data,and 856 valid samples were empirically analyzed bySpss 22.0and Smart PLS 3.0 software.The results show that all consumer experiences have positive impacts on consumer use intention,among which cognitive experience and emotional experience have a greater impact than social experience and sensory experience.Both the coactive vicarious learning interaction affordance and the social interaction affordance have a positive impact on the consumer experi-ence across all dimensions,but the former is significantly stronger than the latter.Coactive vicarious learning interaction af-fordance has the maximum influence on cognitive experience,while social interaction affordance has the maximum influence on emotional experience;consumer experience mediates partially between coactive vicarious learning interaction affordance and use intention,and mediates completely between social interaction affordance and use intention.The study reveals the mechanism by which the technical features of live streaming commerce create the consumer experi-ence and then enhance their intention to use the platform.It provides a theoretical basis and practical guidance for the optimiza-tion of functional design of live streaming shopping platform,the enhancement of interactive ability of streamers,and the for-mulation of live streaming commerce strategies by brands/merchants.It is conducive to the healthy and sustainable develop-ment of live streaming commerce economy.