蒋 婷,闫志浩,张 岳.网络主播知识产权对受众体验价值的影响机制探究[J].重庆文理学院学报,2021,40(2):43-55.
网络主播知识产权对受众体验价值的影响机制探究
Mechanism of Network Anchor Intellectual Property on Audience Experiential Value
  
DOI:
中文关键词:  体验价值  网络主播知识产权  信任感  愉悦感
英文关键词:experience value  network anchor intellectual property  trust  pleasure
基金项目:国家社会科学基金项目“O2O 背景下服务企业顾客间互动与价值共创研究”(16BGL084)
作者单位
蒋 婷 济南大学 文化和旅游学院 山东 济南 250002 
闫志浩 济南大学 文化和旅游学院 山东 济南 250002 
张 岳 济南大学 商学院 山东 济南 250002 
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中文摘要:
      网络主播以其自身知识产权效应、广泛的受众群体、广阔的网络平台等优势,在品牌推广领域中受到了越来越多企业的青睐,对粉丝和其他受众体验价值的提升作用明显。但学界对网络主播知识产权如何影响受众体验价值的机理尚缺乏探索。文章研究了网络主播知识产权的四维结构,即口碑形象、专业素养、粉丝数量与互动情况,并以信任感与愉悦感为主要中介变量,构建了“网络主播知识产权—信任感、愉悦感—受众体验价值”的概念模型,通过实证检验,阐释了网络主播知识产权对受众体验价值的直接与间接影响机制,以期丰富网络营销研究,为相关企业开展有效的新媒体营销、提升顾客体验价值提供有益的参考。
英文摘要:
      Network anchors are favored by more enterprises in the field of brand promotion due to their own intellectual property effect, broad audience groups, wide network platform and other advantages. They play an obvious role in enhancing the experience value of fans and other audiences. However, the mechanism of how network anchor intellectual property affects the audience’s experiential value hasn’t been explored. The article explores the four dimensional structure of the network anchor intellectual property: word of mouth image, professionalism, the number of fans, interactive situation, with the trust and pleasure as the main intermediary variables, and build a “network anchor intellectual property-trust and pleasure-the audience experiential value” concept model. Through the empirical test, it clearly illustrates the direct and indirect effect mechanism of the network anchor intellectual property on experience value of the audience, and for enterprise, it has the important value to carry out effective new media marketing and improve customer experiential value.
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