Deng Minwei, Yang Yitong, Sun Baiqing
School of Management, Harbin Institute of Technology, Harbin 150001, China.
School of Applied Engineering, Henan University of Science and Technology, Sanmenxia 472000, China.
Behav Sci (Basel). 2024 Aug 24;14(9):738. doi: 10.3390/bs14090738.
Social commerce blurs the boundary between online social interaction and online shopping. The emergence of video streams introduces novel marketing modalities to social commerce. However, there is a paucity of comprehensive studies investigating the impact of emerging marketing techniques such as short videos and live streaming on consumer purchase intention. This study employs Bourdieu's conceptual framework to construct a Field Theory-based model, investigating the impact of atmospheric and capital characteristics of social commerce platforms on consumer purchase intention through affective and rational pathways, respectively. A survey involving 515 Chinese social commerce consumers demonstrates that atmospheric characteristics (emotion and social presence) and capital characteristics (information quality and quantity) in video streams enhance similarity and power. Both similarity and power are associated with an increase in consumer purchase intention. This study validates the dual-path influence of social commerce characteristics and discusses theoretical and managerial implications.
社交商务模糊了在线社交互动和在线购物之间的界限。视频流的出现为社交商务引入了新颖的营销模式。然而，缺乏全面的研究来调查短视频和直播等新兴营销技术对消费者购买意愿的影响。本研究采用布迪厄的概念框架构建一个基于场域理论的模型，分别通过情感和理性路径研究社交商务平台的氛围和资本特征对消费者购买意愿的影响。一项针对515名中国社交商务消费者的调查表明，视频流中的氛围特征（情感和社交临场感）和资本特征（信息质量和数量）增强了相似性和权力。相似性和权力都与消费者购买意愿的增加相关。本研究验证了社交商务特征的双路径影响，并讨论了理论和管理意义。
