社交新零售商业模式情境下消费者认同路径研究

Research on Consumer Identification Path in the Context of Social New Retail Business Model

消费者认同是影响社交新零售商业模式持续发展的重要因素,但当前研究对社交新零售商业模式的消费者认同路径还缺乏足够的关注,从而无法更好地指导企业增强消费者粘性,促进社交新零售商业模式的发展。基于此,本文以社交新零售商业模式下的消费者为样本,应用扎根理论,构建了社交新零售商业模式的消费者认同路径模型。研究发现:(1)消费者参与社交新零售商业模式受到场景触达、口碑吸引、品牌信任以及利益驱动等因素的影响;(2)心流体验是消费者对社交新零售商业模式产生认同的关键原因,包括持续投入互动、平台内容沉浸和产品消费满足,而网络外部性会进一步影响消费者的心流体验;(3)当消费者对社交新零售商业模式产生认同时,会产生使用反馈、主动分享传播等价值传递行为,以及社交裂变引流、平台内容创造等价值创造行为;(4)消费者的持续认同需要经过粘性维系而达成,这就需要企业增强社群关系链接以及提升内容价值,从而进一步增强消费者的认知认同和情感认同。在此基础上,对研究结果进一步分析讨论,并提出了相关建议。

Consumer identification is an important factor affecting the sustainable development of social new retail business model.How-ever,existing researches pay little attention to the consumer identification path of social new retail business model,so they cannot better guide enterprises to enhance consumer stickiness and promote the development of social new retail business model.Based on this,this paper takes the consumers under the social new retail business model as the sample,and applies the grounded theory to construct a con-sumer identification path model of the social new retail business model.The results show that:(1)Consumers’use of social new retail business model is influenced by such factors as scene touch,word-of-mouth attraction,brand trust and profit drive;(2)Flow experience is the key reason for consumers to identify with the social new retail business model,including continuous engagement in interaction,platform content immersion and product consumption satisfaction;In addition,network externality will further affect consumers’flow ex-perience;(3)When consumers identify with the social new retail business model,they will generate value transfer behaviors such as use feedback,active sharing and communication,as well as value creation behaviors such as social fission diversion and platform content cre-ation;(4)The continuous identification of consumers needs to be achieved through sticky maintenance,which requires enterprises to strengthen the links of community relations and enhance the value of content,so as to further enhance the cognitive identification and emotional identification of consumers.On this basis,the paper further analyzes and discusses the research results,and puts forward some relevant suggestions.