Ren Jifan, Yang Jialiang, Liu Erhao, Huang Fangfang
School of Economics and Management, Harbin Institute of Technology, Shenzhen, Guangdong, China.
Shenzhen Gengya Technology Co., Ltd., Shenzhen, Guangdong, China.
Front Psychol. 2022 Sep 29;13:1009724. doi: 10.3389/fpsyg.2022.1009724. eCollection 2022.
With the rise of live streaming commerce, the relationship between consumers and content creators on the short-video platforms has become closer, forming a peculiar culture and language in each consumer community, which promotes the short-video platforms to become a natural breeding ground for forming consumer communities. While such communities give birth to its own language and culture from the interaction between content creators and consumers, this kind of co-creation can not only enhance the consumers' trust to improve commodity premium space, but also strengthen the ties within the community and spread the information outside the communities, and consequently, expand community scale. Based on the view of the value co-creation from the language and culture among content creators and consumers in the communities, this study starts from the point of product type, employs consumers' Willingness to pay premium (WoPP) as a proxy variable of brand advocacy in the co-creation of cultural and language values in consumer communities, and conducts three single-factor experiments between two groups. By analyzing the experimental results, this study identified the influence under the potential relationship mechanism, social comparison, and found another variable that can moderate the relationship, consumer trust, portrays the relationship between the product types of the live streaming commerce and the consumers' WoPP, and explores the mediating effect of social comparison and the moderate effect of consumer trust effect. This paper also analyzes and discusses the WoPP caused by the co-creation of cultural and language values co-created by creators and consumer communities.
随着直播电商的兴起，短视频平台上消费者与内容创作者之间的关系日益紧密，在每个消费者群体中形成了独特的文化和语言，这促使短视频平台成为形成消费者群体的天然温床。虽然这些群体通过内容创作者与消费者之间的互动孕育出自身的语言和文化，但这种共创不仅能增强消费者的信任以提升商品溢价空间，还能加强群体内部的联系并在群体外部传播信息，进而扩大群体规模。基于社群中内容创作者与消费者之间语言和文化的价值共创视角，本研究从产品类型出发，将消费者支付溢价意愿（WoPP）作为消费者群体文化和语言价值共创中品牌倡导的代理变量，进行了两组间的三个单因素实验。通过分析实验结果，本研究识别了潜在关系机制、社会比较下的影响，并发现了另一个能调节该关系的变量——消费者信任，描绘了直播电商产品类型与消费者WoPP之间的关系，探讨了社会比较的中介作用以及消费者信任效应的调节作用。本文还分析和讨论了创作者与消费者群体共同创造的文化和语言价值共创所引发的WoPP。
