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Investigating the Path of Building Human Brand Loyalty and Determinants at Each Step Based on Brand Resonance Pyramid Model in Live Streaming Commerce: from the View of Live Streamers

Project: National Science and Technology Council › National Science and Technology Council Academic Grants

Project Details

Abstract

從直播主觀點探討直播商務中如何依循品牌共鳴模式來建立直播主個人品牌以影響觀眾購買意圖。考量情境氛圍、直播主魅力與替代經驗學習，得以建立直播主的品牌知曉與差異性，產生情感依附與忠誠度社會：在競爭激烈的直播商務中，此研究發掘直播主與觀眾建立忠誠度的因素，讓觀眾得以獲得更好的視聽經驗、產品與服務經濟：直播主可善用氣氛美感、自身的魅力與替代經驗學習程序，以策劃高可信度與價值的展示產品直播內容，以讓觀眾得以藉由與直播主的關係管理而獲得最佳效益學術：直播主個人品牌經營與關係管理的相關研究才剛起步，本研究從品牌共鳴模式來瞭解建立品牌的路徑與影響因素，並與觀眾觀點的文獻進行比較，以更為全面地了解直播商務

Project IDs

Project ID:PB11007-2922
External Project ID:MOST110-2410-H182-004
StatusFinished
Effective start/end date01/08/21 → 31/07/22

Keywords

  • Live Streaming Commerce
  • Brand Loyalty
  • Atmospherics
  • Design Aesthetics
  • Streamer Attractiveness
  • Streamer Admiration
  • Vicarious Experience Learning
  • Perceived Value
  • Perceived Credibility
  • Emotional Attachment
  • Brand Resonance Pyramid

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