虚拟主播促进消费者购买行为的底层逻辑、成效评价及发展路径

The Underlying Logic,Effectiveness Evaluation,and Development Path of Virtual You Tuber to Promote Consumers’Purchase Behavior

目前,虚拟主播的引用带动了消费者的购买行为的发生,成为一个研究热点。通过采集抖音平台主要虚拟主播的粉丝评论,运用扎根理论对采集的评论数据抽象出功能可供性、知觉可供性、认知可供性和物理可供性四个核心范畴,这与数字可供性的四个维度相吻合,嵌入SOR理论进行分析,结果表明功能可供性提供了消费者购买行为产生的现实可能性,知觉可供性推动消费者潜在购买行为,认知可供性对消费者购买心理产生起到信任催化的作用,物理可供性可即刻满足消费者的购买行为。主播吸引力和直播间商品销售情况可以量化虚拟主播模式对消费者购买行为的成效,以此为一级指标构建一套涵盖9个二级指标的成效评价体系。最后,为提高虚拟主播对消费者购买行为的推动还应做到:提升消费者对虚拟主播的价值认同;虚拟主播团队紧抓新技术赋能机遇;兼顾选品与售后,避免信任危机;治理有度,发展优先。

Currently,the application of virtual You Tuber to drive the purchasing behavior of consumers has become a research hotspot.By using the grounded theory,this paper abstracts four core categories of functional availability,perceptual availability,cognitive availability,and physical availability from the collected data of Fan reviews on the main Vtubers of Tiktok,which are identical to the four dimensions of digital availability.Based on the SOR theory,the results show that the functional availability provides the realistic possibilities for consumer's purchasing behavior,the perceptual availability promotes consumer's latent purchasing behavior,the cognitive availability acts as a trust catalyze for consumer's purchase behavior psychologically,and the physical availability satisfies consumer purchasing behavior immediately.The attractiveness of Vtubers and the commodity sales situation of live broadcast can be used to quantify the effect of the Virtual You tuber model on consumer purchasing behavior,hence a primary index to construct a set of effectiveness evaluation systems covering 9 secondary indicators.Finally,to improve the drive of Virtual You Tuber on consumer purchasing behavior,it is also necessary to enhance consumers'value recognition of Vtubers,seize opportunities for new technology empowerment to Vtuber teams,give considerations to both product selection and after-sales service,avoid crises of confidence,and to prioritize development with appropriate governance.