短视频商业模式下网红特质对用户产品依恋的影响研究——基于实验研究与仿真分析的方法

摘要/Abstract

摘要： 伴随着短视频商业模式的发展,短视频网红特质已经成为推动用户形成产品依恋的重要因素,但目前鲜有研究对其中的实现路径与机理进行深入探究。本文基于信号理论,构建短视频商业模式下网红特质对用户产品依恋的影响模型,同时综合运用实验研究与系统动力学仿真的方法对模型进行检验。结果表明:(1)短视频网红特质对用户产品依恋具有促进作用;(2)信任感知在短视频网红特质与用户产品依恋之间起中介作用;(3)生活场景还原不仅调节短视频网红特质对用户产品依恋的影响,而且在短视频网红特质、信任感知和用户产品依恋的中介关系中起调节作用;(4)系统动力学仿真结果表明,短视频网红特质对用户产品依恋的影响是一个长期累积的过程,并且随着时间的推移,这种影响效果愈发显著。研究结果为相关企业的短视频商业模式实践提供了有益的启示和参考。

关键词: 短视频商业模式, 网红特质, 用户产品依恋, 信任感知, 生活场景还原

Abstract: The practice of short video business model shows that brand party can successfully discover many popular products by cultivating the attachment relationship between users and products. Many categories of goods have made use of the traffic advantages of internet celebrities in short video business models, and accurately and effectively reached users through content-oriented production methods, narrowing the psychological distance between products and users, and contributing to users' product attachment. However, the current theoretical research is still insufficient to provide theoretical guidance for relevant enterprises on what factors influence and how to influence users to form product attachment in this business model.
Most of the existing studies focus on the factors affecting users' product attachment from three perspectives, i. e., product, consumer and the relationship between the two. Although some results have been achieved, they have not focused on the application of short video business models. Content is one of the key components of the short video business model. High-quality content has developed a large number of short video influencers. Practice has shown that the characteristics of these influencers play an important role in users' product attachment. In addition, the trust perception may play a mediating role in the formation of users' product attachment. Moreover, in the short video business model, the formation process is also affected by the expression of life scene restoration. Therefore, based on the signal theory, this paper explores the impact of internet celebrity traits on users' product attachment, and incorporates trust perception and life scene restoration into the same research framework to build a moderated mediation model. Meanwhile, experimental research and system dynamics simulation methods are used to test the model.
In the experimental research, this paper tests the model through pre-experiment and formal experiment, and the results show that the characteristics of short video influencers can promote users' product attachment; The perception of trust plays a mediating role between the characteristics of short video influencers and users' product attachment; Life scene restoration can not only regulate the influence of short video influencer traits on users' product attachment, but also play a moderating role in the mediating relationship between short video internet celebrity traits, trust perception and users' product attachment. In the simulation analysis, this paper builds a system dynamics simulation model of the influence of short video internet celebrity traits on users' product attachment. The simulation results find that, with the passing of time, short video internet celebrity traits, trust perception, life scene restoration and users' product attachment are mutually promoting, and the promotion effect is more significant in the later period.
The theoretical contributions of this study are as follows: Firstly, from the perspective of short video internet celebrity traits, this paper explores the path and boundary conditions of short video internet celebrity traits affecting users' product attachment, broadens the research perspective of users' product attachment, and proposes new ideas for future research on influencing factors of users' product attachment. Secondly, this paper innovatively applies the signal theory in the field of economics to the study of consumer attitudes and behaviors in the field of short video business models, expanding the application boundary of the signal theory. Finally, this paper comprehensively uses two methods of experimental research and simulation analysis, and conducts in-depth discussions from both dynamic and static aspects, expanding the current theoretical research. This study has the following management implications: Firstly, when establishing a cooperative relationship with short video influencers, enterprises should not only fully evaluate the characteristics of the short video influencers, but also choose short video influencers that are more compatible with the product attributes as much as possible, so as to help users establish a better attachment relationship with the product. Secondly, enterprises can improve product quality, establish a good product image, etc., to meet the user's growth demands, so as to effectively improve the user's trust in the product. Finally, enterprises can recommend the short video network celebrities to display the product in the form of life scene restoration, so as to arouse the emotional resonance of the user's past experience and improve the user's sense of identity and attachment by showing the life of the character.

Key words: Short Video Business Model, Internet Celebrity Traits, Users' Product Attachment, Trust Perception, Life Scene Restoration

中图分类号:

F270

王炳成, 李丰娟, 李芳. 短视频商业模式下网红特质对用户产品依恋的影响研究——基于实验研究与仿真分析的方法[J]. 财经论丛, 2024, 40(3): 80-90.

WANG Bingcheng, LI Fengjuan, LI Fang. Research on the Influence of Internet Celebrity Traits on Users' Product Attachment in Short Video Business Model: Based on Experimental Research and Simulation Analysis[J]. Collected Essays on Finance and Economics, 2024, 40(3): 80-90.

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