重庆文理学院学报（社会科学版）2026，Vol.45Issue(3)：38-53,16.DOI:10.19493/j.cnki.issn1673-8004.2026.03.004
直播电商叙事类型、产品适配与消费者忠诚机制
Narrative Types,Product Fit and Consumer Loyalty Mechanisms in Live-streaming E-commerce
摘要
Abstract
In the context of live-streaming e-commerce reshaping traditional consumer ecosystems,how brands can break through homogeneous competition through differentiated narrative strategies and build sustainable consumer loyalty has become a common challenge for academia and industry.Based on narrative marketing theory and consumer behavior theory,this study employs a dual experimental group-control design(N1=15 8,N2=207).Through simulated live-streaming scenarios with fictional brand contexts,the differential impact mechanisms of brand historical narratives and product functional narratives on consumer loyalty were empirically examined,revealing the moderating effect of product type(search goods vs.experience goods)in this path.The findings indicate that:(1)Compared with basic brand introductions,hosts'oral narration of brand stories significantly enhances consumer brand loyalty,with the unstandardized effect size of brand historical narratives being significantly greater than that of product functional narratives;(2)Brand attitude plays a partial mediating role in the'narrative type-loyalty'path;(3)Product type significantly moderates the above relationships:Search goods require emphasis on product performance narratives to strengthen rational identification,while experience goods should prioritize conveying brand values to evoke emotional resonance.This study pioneers a"narrative type-product type-brand loyalty"moderating effect model in live-streaming contexts,addressing the explanatory limitations of traditional brand loyalty theories in dynamic interactive media,and provides an operational framework for enterprises to customize live-streaming narrative strategies.关键词
直播电商/品牌叙事/消费者忠诚度/品牌态度/调节效应Key words
live-streaming e-commerce/brand narrative/consumer loyalty/brand attitude/moderating effect分类
管理科学引用本文复制引用
刘晓云,马长龙,梁坤,白洛伊..直播电商叙事类型、产品适配与消费者忠诚机制[J].重庆文理学院学报（社会科学版）,2026,45(3):38-53,16.基金项目
教育部人文社会科学研究青年基金项目"基于区块链和深度学习的科技型小微企业信用评价研究"(23YJC630100). （23YJC630100）
