直播电商叙事类型、产品适配与消费者忠诚机制OA

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.