短视频顾客灵感的触发机制及其对顾客融入的影响

短视频顾客灵感(SVCI)是顾客灵感概念在短视频情境下的具象化, 是顾客由营销类短视频中获得的从接受营销引导的想法到转变为对消费相关目标的内在追求的激活状态。短视频顾客灵感的前因包括视频因素、主播因素和个人特质因素; 短视频顾客灵感中的观念式启发和行动式启发两个维度的交叉可以产生短视频顾客灵感状态矩阵, 矩阵中四种灵感状态在一定的条件下可以转化; 短视频顾客灵感通过直接贡献(顾客购买)和间接贡献(顾客推荐、顾客影响力和顾客知识)两条途径对顾客融入产生正向影响; 商品类型和消费者-主播关系强度在短视频顾客灵感对顾客融入的作用中起到调节作用; 短视频顾客灵感有助于揭示短视频营销中顾客灵感的触发机制及其对顾客融入的影响, 可以帮助消费类短视频主播和短视频平台产生更高效的营销内容和策略, 同时可以帮助消费者提升短视频购物的消费体验。

The triggering mechanism of short video customer inspiration and its influence on customer engagement

Short video customer inspiration (SVCI) is the embodiment of customer inspiration in the context of short video. It is the temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. The antecedents of SVCI includes video factor, anchor factor and audience characteristic factor; the intersection of inspired-by and inspired-to states in SVCI forms a SVCI state matrix, in which the four inspiration states could convert into each other under certain conditions; SVCI have positive impact on customer engagement through direct (customer purchase) and indirect (customer recommendation, customer influence and customer knowledge) ways; product type and the TSBBN (Tie strength between buyer and network-anchor) play the role of moderator in the effect of SVCI on customer engagement; study on SVCI helps to reveal how customer inspiration is triggered by short video and its impact on customer engagement; this research can help network-anchor and short video platform to produce more efficient marketing strategies, and can help consumers to improve the consumption experience.