Research on the Effect of Jewelry Live Broadcast Marketing Based on SICAS Model
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摘要:
随着用户消费决策行为和传播环境的不断改变，珠宝直播营销模式的劣势正逐步凸显出来，如获客成本逐渐升高，品牌化弱和退货率持续走高。目前学术界主要集中在普通产品和服务的直播研究，对珠宝这种高价值高风险的商品研究较少。为验证珠宝直播营销效果的影响因素，丰富珠宝直播电商用户购买行为的研究，本文基于SICAS模型的感知维度、互动维度、交互维度、购买维度和分享维度构建了珠宝直播营销效果评价模型，探究珠宝直播营销效果的各项因子影响权重排序，提高珠宝企业开展直播营销的效果。研究结果表明：(1)用户在珠宝直播营销过程中的感知、交互、购买和分享这四个维度上的认知和体验，会显著影响用户对珠宝直播营销效果的评价，影响权重排序为：交互维度>分享维度>购买维度>感知维度，但互动维度并没有显著影响；(2)用户的月收入和职业属性会显著影响用户对珠宝直播营销效果的评价，但性别和年龄没有显著影响。基于以上讨论，在未来的珠宝直播营销中，丰富和提高社区沟通、提升用户的购买体验、激发用户的分享行为和降低用户的感知风险是增强珠宝直播营销效果的关键。
Abstract:With the changes in user consumption behavior and online communication environment, the disadvantages of live jewelry e-commerce are becoming more prominent, including the gradual increase in customer acquisition costs, weak branding and high return rates. At the same time, the current researches mainly focuses on the live e-commerce of ordinary products and services, and there are few studies on high-value and high-risk commodities such as jewelry. In order to verify the influencing factors of jewelry live broadcast marketing and enrich the research on consumer behavior, this study creates an evaluation model of jewelry live broadcast marketing effect based on 5 dimensions of the SICAS model including: sense, interest and interactive, connect and communication, action, and sharing to explore the ranking of factors affecting the jewelry live broadcast marketing and improving the marketing effect of jewelry companies. The results show that: (1) Users' cognition and experience of sense, interest and interactive, action and sharing will significantly affect users' evaluation of the marketing effect of jewelry live broadcast marketing, and the influence are ranked as follows: connect and communication>sharing > action > sense, while interest and interactive has no significant influence. (2) Users' monthly income and occupation will significantly affect users' evaluation of jewelry live broadcast marketing effect, but gender and age not. To enhance the effectiveness of jewelry live broadcast marketing in the future, it is necessary to enrich the communications with users, enhance users' purchasing experience, stimulate users' sharing behavior and reduce users' perceived risk for jewelry companies.
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Keywords:
- jewelry live broadcast /
- consumer psychology /
- marketing /
- electronic commerce
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图 2 珠宝直播营销效果的评价模型
Figure 2. Users' evaluation model of jewelry live broadcast marketing effect
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图 3 研究模型路径系数及其显著性水平
Figure 3. Research model path coefficient and its significance level
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图 4 珠宝直播的社会感知率和社会观看率(样本数据)
Figure 4. Social perception rate and social viewing rate of jewelry live broadcast(date samples)
表 1 评价模型中五个维度的定义及来源
Table 1 Variables' definitions and sources of the evaluation model
维度 定义 来源 感知 消费者对珠宝直播相关信息的接收、理解及产生认知的过程 袁光辉(2020) 互动 用户在珠宝直播中与其他主体之间的互动行为，其他主体包括：
平台、品牌/企业/商家、主播、其他消费者Dongwon L(2015)；Wang C, et al.(2015)；范小军(2020) 交互 用户在社交平台上与企业/品牌或其他用户对珠宝直播相关内容进行信息交互的行为 Kiousis S(2002)；孙璐(2016) 购买 消费者在直播平台上获取珠宝首饰消费信息、做出购买决策、
完成购买和购买后使用等消费行为Sassatelli R(2007) 分享 消费者通过社交媒体发布并接收，来自自己或其他个体针对某个
珠宝品牌/企业/商品/服务所形成的感受/经历/认知的行为张赛(2013)；李文明(2014) 
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表 2 量表题项及来源
Table 2 Scale items and Sources
变量 编码 潜变量 题项 来源 感知维度 S1 感知量 您经常看到有关珠宝直播的营销广告 Sweeney J C, et al.(2001) S2 感知效率 您经常通过广告的链接进入珠宝直播间 Sweeney J C, et al.(2001) 互动维度 I1 同步性 您能轻松获得有关珠宝直播的相关营销信息 Qin G, et al.(2010) I2 响应性 您愿意让主播了解您的珠宝首饰需求和偏好 Qin G, et al.(2010) I3 主动性 您愿意主动与珠宝主播进行交流互动 Qin G, et al.(2010) I4 娱乐性 您感觉在珠宝直播间的互动体验是轻松愉悦的 Qin G, et al.(2010) I5 响应性 您愿意给珠宝直播间提供建议，帮助其提高服务质量 Qin G, et al.(2010) 交互维度 C1 顾客价值 您觉得珠宝直播的营销形式新颖、内容有趣 Qin G, et al.(2010) C2 交互响应 您愿意参与珠宝直播的相关话题讨论 Qin G, et al.(2010) C3 顾客授权 您愿意接受与珠宝直播相关的消息推送 孙璐(2016) 购买维度 A1 购买意愿 您认为能通过直播购买到令人满意的珠宝首饰 Zeithaml V A(1988) A2 下单购买 您会通过直播间购买珠宝首饰 Park H J, et al. (2020) A3 购后反馈 通过直播间购买珠宝是令您感到轻松愉悦的 Zeithaml V A(1988) 分享维度 SS1 情感性 您觉得珠宝直播是值得信任的 Zeithaml V A, et al.(1996)；
Park H J, et al.(2020)SS2 社交货币性 您会跟他人分享您通过直播间买到的珠宝首饰 Zeithaml V A, et al.(1996)；
Park H J, et al.(2020)SS3 社交货币性 您经常向他人分享珠宝直播 Zeithaml V A，et al.(1996)；
Park H J, et al.(2020)SS4 实用价值性 您鼓励他人通过观看直播购买珠宝首饰 Zeithaml V A，et al.(1996)
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表 3 样本描述性统计表
Table 3 Sample descriptive statistics
类别 人数 百分比/% 性别 男 152 36.54 女 264 63.46 年龄 ≤ 18岁 4 0.96 18~22岁 62 14.90 22~27岁 153 36.78 27~32岁 115 27.64 32~42岁 54 12.98 42~52岁 23 5.53 52~62岁 4 0.96 ≥62岁 1 0.24 月收入 1500元以下 46 11.06 1500~3000元 86 20.67 3000~5000元 79 18.99 5000~1万 112 26.92 1万~2万 57 13.70 2万~5万 23 5.53 5万~10万 4 0.96 10万以上 9 2.16 职业 在校学生 98 23.56 职员 146 35.10 专业技术人员 67 16.11 第三产业服务人员 14 3.37 公务员 23 5.53 产业工人 4 0.96 家庭主妇 2 0.48 私营企业主 12 2.88 自由职业者 47 11.30 离退休人员 3 0.72 合计 416 100.00
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表 4 探索性因子分析结果
Table 4 Results of exploratory factor analysis
编码 因子1 因子2 因子3 因子4 因子5 共同度 标准载荷系数
(Std. Estimate)S1 0.826 0.833 0.640 S2 0.534 0.618 0.732 I1 0.710 0.682 0.717 I2 0.668 0.678 0.762 I3 0.626 0.689 0.736 I4 0.562 0.623 0.712 I5 0.507 0.673 0.741 C1 0.734 0.764 0.723 C2 0.624 0.702 0.759 C3 0.575 0.658 0.723 A1 0.766 0.740 0.701 A2 0.624 0.716 0.823 A3 0.630 0.737 0.774 SS1 0.609 0.709 0.813 SS2 0.576 0.698 0.782 SS3 0.756 0.768 0.756 SS4 0.789 0.778 0.780 特征根值(旋转前) 8.949 0.921 0.839 0.716 0.642 方差解释率(旋转前)/% 52.64% 5.42% 4.94% 4.21% 3.78% 累积方差解释率(旋转前)/% 52.64% 58.06% 62.99% 67.20% 70.98% 特征根值(旋转后) 2.945 2.814 2.372 2.306 1.629 方差解释率(旋转后)/% 17.33% 16.55% 13.95% 13.57% 9.58% 累积方差解释率(旋转后)/% 17.33% 33.88% 47.83% 61.40% 70.98% KMO值为0.960；巴特球形值为4 033.708；DF值为136；P=0.000
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表 5 验证性因子分析结果
Table 5 Results of confirmatory factor analysis
AVE值 CR值 感知 互动 交互 购买 分享 感知 0.503 0.711 (0.709) 互动 0.538 0.854 0.679 (0.733) 交互 0.540 0.779 0.659 0.730 (0.734) 购买 0.589 0.811 0.555 0.690 0.721 (0.768) 分享 0.613 0.864 0.641 0.687 0.720 0.721 (0.783) 备注：括号处为AVE平方根值
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表 6 模型拟合度指标
Table 6 Model fit index
项目 拟合指标 指标数值 最优标准 拟合情况 综合拟合度 χ2/DF 2.196 ＜3.0 拟合理想 绝对拟合度 GFI 0.938 ＞0.9 拟合理想 RMSEA 0.054 ＜0.1 拟合理想 RMR 0.032 ＜0.05 拟合理想 增值拟合度 CFI 0.967 ＞0.9 拟合理想 NFI 0.942 ＞0.9 拟合理想 TLI 0.959 ＞0.9 拟合理想 IFI 0.967 ＞0.9 拟合理想 Default Model: χ2(136)=2 867.228, P=1.000
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表 7 人口学变量的差异比较结果
Table 7 Comparative results of differences in demographic variables
选项 结果 珠宝直播电商的营销效果 感知维度 互动维度 交互维度 购买维度 分享维度 性别 T -0.550 -1.833 -1.674 -1.394 -1.059 -1.086 P 0.582 0.067 0.095 0.164 0.290 0.278 年龄 F 1.739 1.691 0.865 0.556 0.854 1.022 P 0.098 0.109 0.534 0.792 0.543 0.415 月收入 F 2.892 1.282 1.318 2.021 3.504 2.924 P 0.006** 0.258 0.240 0.051 0.001** 0.005** 职业 F 4.322 2.554 4.529 4.329 7.715 5.151 P 0.000** 0.007** 0.000** 0.000** 0.000** 0.000** *P＜0.05；**P＜0.01
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表 8 排除控制变量后的多元线性回归分析结果
Table 8 Results of multiple linear regression analysis after excluding control variables
模型 非标准化系数B 标准错误 标准化系数Beta t 显著性 VIF 自变量 (常量) 1.245 .199 6.250 .000 感知维度 .129 .055 .131 2.357 .019 2.183 互动维度 -.068 .075 -.063 -.908 .365 3.395 交互维度 .248 .069 .234 3.608 .000 2.982 购买维度 .229 .067 .220 3.449 .001 2.879 分享维度 .170 .060 .183 2.812 .005 2.992 控制变量 月收入 1 500元以下 0 1 500~3 000元 -.209 .123 -.099 -1.698 .090 2.415 3 000~5 000元 -.026 .136 -.012 -.192 .848 2.784 0.5~1万元 -.032 .136 -.017 -.233 .816 3.549 1~2万元 -.158 .149 -.064 -1.059 .290 2.553 2~5万元 -.266 .184 -.071 -1.444 .149 1.729 5~10万元 -.138 .354 -.016 -.390 .697 1.161 10万元以上 -.568 .250 -.097 -2.266 .024 1.292 职业性质 在校学生 0 职员 -.111 .106 -.062 -1.047 .296 2. 498 专业技术人员 .090 .125 .039 .715 .475 2.065 第三产业服务人员 -.247 .192 -.052 -1.286 .199 1.171 事业单位人员 .034 .167 .009 .204 .838 1.412 产业工人 -.148 .343 -.017 -.432 .666 1.091 家庭主妇 1.060 .468 .086 2.264 .024 1.021 私营企业主 .119 .218 .023 .546 .586 1.299 自由职业者 -.102 .127 -.038 -.804 .422 1.579 离退休人员 -.694 .392 -.069 -1.769 .078 1.073 R方值为0.443；D-W值为1.922；F=14.905；P＜0.001
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