觸覺補償視角下用戶感知短視頻娛樂性、互動性和場景真實性對其購買意愿的影響

陳國平; 羅可

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Effects of users\' perceived entertainment, interactivity and scene authenticity of short videos on their purchase intention from the perspective of tactile compensation

首發時間：2023-05-19

CHEN Guoping ^{1
2}
Chen Guoping (1968-), male, Han nationality, born in Hanchuan, Hubei Province, Professor of Service Science and Engineering Research Center, Wuhan University of Science and Technology, DoctorTutor, research direction: Service Marketing and Management.
LUO Ke
Luo Ke (1999-), female, Wuhan University of Science and Technology Graduate, School of Management, research direction: Industrial marketing

1、School of Management, Wuhan University of Science and Technology
2、 Service Science and Engineering Center, Wuhan University of Science and Technology, Wuhan 430065

Abstract：Previous studies on the impact of short video marketing on audience\'s purchase intention mainly focus on short video advertising and content marketing, and rarely consider how users\' perception of short video\'s characteristics affects their attitude, experience and purchase behavior. From the perspective of tactile compensation, based on consumers\' virtual sense of touch, this paper explores the influence of the characteristics of audience perception marketing short videos on their purchase intention and its mechanism The research found that: first, the stronger the audience perceived the entertainment, interactivity and scene authenticity of short videos, the stronger their purchase intention of related products or services. Among them, perceived entertainment has the best explanatory power to the purchase intention of the audience, followed by the interactivity. Second, consumers\' virtual touch has a positive impact on purchase intention, and virtual touch plays a partial mediating role in the influence of perceived entertainment, interactivity and scene authenticity on audience\'s purchase intention. Thirdly, individual impulse purchase tendency plays a positive moderating role in the influence of perceived entertainment and scene authenticity of short videos on audience\'s purchase intention, but it fails to play a moderating role in the influence of interactivity on audience\'s purchase intention. The research results expand and deepen the research scope of social media marketing, which is of great significance for enriching the theory of consumer purchasing behavior in the context of mobile Internet shopping and guiding the merchants of social media short video platform to carry out short video marketing more effectively.

keywords： Short video characteristics Virtual touch Impulsive buying propensity Purchase intention

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觸覺補償視角下用戶感知短視頻娛樂性、互動性和場景真實性對其購買意愿的影響

陳國平 ¹
Chen Guoping (1968-), male, Han nationality, born in Hanchuan, Hubei Province, Professor of Service Science and Engineering Research Center, Wuhan University of Science and Technology, DoctorTutor, research direction: Service Marketing and Management.
羅可 ²
Luo Ke (1999-), female, Wuhan University of Science and Technology Graduate, School of Management, research direction: Industrial marketing

1、武漢科技大學管理學院
2、武漢科技大學服務科學與工程中心湖北武漢 430065

摘要：以往關于短視頻營銷的研究大多從信息生產者與創作的角度，較少考慮短視頻受眾對短視頻自身特性的感知如何影響其態度、體驗和購買行為。本文從觸覺補償的視角，基于消費者虛擬觸覺探究受眾感知營銷型短視頻特性對其購買意愿的影響及其機制。研究發現：第一，受眾感知短視頻娛樂性、互動性、場景真實性程度越強，其對所涉產品或服務的購買意愿越強烈，其中，感知娛樂性對受眾購買意愿具有最好的解釋力，其次是互動性。第二，消費者虛擬觸覺對購買意愿具有積極影響，且虛擬觸覺在感知娛樂性、互動性和場景真實性對受眾購買意愿的影響中均起到部分中介作用。第三，個體沖動性購買傾向在感知短視頻娛樂性、場景真實性對受眾購買意愿的影響中起到正向調節作用，然而在互動性對受眾購買意愿的影響過程中卻未能起到調節作用。研究結果對于豐富移動互聯時代線上消費者購買行為理論，指導社交媒體短視頻平臺商家更加有效地開展短視頻營銷具有重要的意義。

關鍵詞：短視頻特性虛擬觸覺沖動性購買傾向購買意愿

基金：

1. Humanities and Social Science Research Foundation of Ministry of Education （No.17YJA630007）

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CHEN Guoping,LUO Ke. Effects of users\' perceived entertainment, interactivity and scene authenticity of short videos on their purchase intention from the perspective of tactile compensation[EB/OL]. Beijing:Sciencepaper Online[2023-05-19]. http://www.maigrir-regime-musculation.com/releasepaper/content/202305-150.

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論文編號	202305-150
論文題目	觸覺補償視角下用戶感知短視頻娛樂性、互動性和場景真實性對其購買意愿的影響
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