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The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion
Information Technology & People ( IF 4.481 ) Pub Date : 2021-06-15 , DOI: 10.1108/itp-01-2021-0008
Tiantian Yang , Feng Yang , Jinqi Men

Purpose

This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.

Design/methodology/approach

The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.

Findings

The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.

Originality/value

With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.



中文翻译:

单木技术特征对消费者对推荐视频博客忠诚度的影响:一个来自社会临场感和沉浸感的视角

目的

本研究调查了推荐视频博客 (rec-vlogs) 的 Danmu (danmaku) 技术特征 (DTF) 如何影响消费者体验和决策。

设计/方法/方法

作者采用偏最小二乘结构方程建模 (PLS-SEM) 技术和 422 名启用 Danmu 的 rec-vlog 观众的样本来检查所提出的模型。

发现

DTF 通过社会临场感和沉浸感的中介对消费者忠诚度意向产生积极影响。此外,视频博主产品一致性显着调节了社交存在和沉浸感之间的关系。

原创性/价值

随着视频博客的日益流行,零售商已将视频博客作为一种新的营销渠道来与消费者建立联系。尽管越来越多的研究关注这一现象,但关于 DTF 如何帮助提高消费者对使用 rec-vlog 作为产品信息源的忠诚度知之甚少。本研究以刺激-有机体-响应框架为基础,研究了伪同步性、单木内容一致性和并行性,在 rec-vlog 中使用的三个 DTF,如何影响消费者的社交存在和沉浸体验,最终影响消费者对以下方面的忠诚意图记录视频日志。作者还研究了社交存在对沉浸感的影响是否取决于视频博主产品的一致性。

更新日期:2021-06-13
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