Wang Lei, Zhang Ru-Shui, Zhang Cheng-Xin
College of Business, Guilin University of Electronic Technology, Guilin 541004, China.
College of Business, Guilin University of Electronic Technology, Guilin 541004, China.
Acta Psychol (Amst). 2024 Mar;243:104163. doi: 10.1016/j.actpsy.2024.104163. Epub 2024 Jan 31.
Live streaming with goods is developing rapidly as an emerging platform economic model. Consumers can interact with the e-commerce platform in real-time and get a good shopping experience. This in turn generates value co-creation behaviors such as word-of-mouth communication. However, due to the lack of effective audit mechanisms on some platforms, the phenomenon of value co-destruction among them is becoming more and more common. This brings value loss to consumers, e-commerce platforms, and other multiple subjects. Based on the SOR model, this paper collects 212 sample data by using a questionnaire survey. The impact of live banding platform characteristics on consumers' value co-creation and value co-destruction behaviors is analyzed through multiple regression and other methods. The results show that platform information quality, functional quality, and interactive quality all positively affect consumers' value co-creation behavior and negatively affect value co-destruction behavior. Perceived value plays a mediating role, and promotional incentives enhance the positive relationship between platform features and perceived value. Therefore, if the live streaming bandwagon platform provides consumers with sufficiently rich, complete, and timely product information, responds quickly to consumer needs, and has high interaction quality. Consumers are more likely to exhibit value co-creation behavior. This study enriches the theoretical results of value co-creation and value co-destruction. It provides theoretical references for live streaming platforms to inhibit consumers' value co-destructive behaviors and promote value co-creation behaviors. In practice, it is pointed out that live streaming platforms should provide consumers with real information on all aspects of the products, update and improve the performance of the platform in a timely manner, and provide regular training to the staff.
直播带货作为一种新兴的平台经济模式正在迅速发展。消费者可以与电子商务平台进行实时互动，并获得良好的购物体验。这反过来又会产生诸如口碑传播等价值共创行为。然而，由于一些平台缺乏有效的审核机制，其中价值共毁的现象越来越普遍。这给消费者、电子商务平台和其他多个主体带来了价值损失。基于SOR模型，本文通过问卷调查收集了212个样本数据。通过多元回归等方法分析了直播带货平台特征对消费者价值共创和价值共毁行为的影响。结果表明，平台信息质量、功能质量和交互质量均对消费者的价值共创行为产生正向影响，对价值共毁行为产生负向影响。感知价值起中介作用，促销激励增强了平台特征与感知价值之间的正向关系。因此，如果直播带货平台为消费者提供足够丰富、完整和及时的产品信息，快速响应消费者需求，并具有较高的交互质量。消费者更有可能表现出价值共创行为。本研究丰富了价值共创和价值共毁的理论成果。它为直播平台抑制消费者的价值共毁行为和促进价值共创行为提供了理论参考。在实践中，指出直播平台应向消费者提供产品各方面的真实信息，及时更新和改进平台性能，并对员工进行定期培训。
