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從“看見”到“種草”：短視頻內容類別型對消費者心理歸屬與認同感的影響機制研究

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  • 王淑月

    (東南大學，江蘇省 南京市 210000)

Abstract

本研究基於刺激-機體-反應(SOR)理論框架，採用混合研究方法系統考察了短視頻內容類別型對消費者心理歸屬與認同感的影響機制及其在消費決策中的作用路徑。通過3×2組間實驗設計(n=480)結合深度訪談(n=20)，研究發現：實用型內容通過認知路徑顯著增強功能性歸屬(β=0.39，p

Suggested Citation

  • 王淑月, 2025. "從“看見”到“種草”：短視頻內容類別型對消費者心理歸屬與認同感的影響機制研究," East Asian Management Forum, Brilliance Publishing Ltd., vol. 1(1), pages 1-8, June.
    • Handle: RePEc:ctz:eamafo:v:1:y:2025:i:1:p:1-8
    DOI: 10.53104/dygllt.2025.01.01.001
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