基于组态分析的数字直播活动效果提升路径研究

潘义概, 唐安妮, 黄丽莹, 赵又霖, 顾陈娅

农业图书情报学报. 2023, 35(2): 61-76

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农业图书情报学报 ›› 2023, Vol. 35 ›› Issue (2) : 61-76. DOI: 10.13998/j.cnki.issn1002-1248.23-0086
数字营销专题

基于组态分析的数字直播活动效果提升路径研究

  • 潘义概1, 唐安妮1, 黄丽莹1, 赵又霖2,3,*, 顾陈娅3
作者信息 +

Improving the Effect of Digital Live Broadcasting Activities Based on Configuration Analysis

  • PAN Yigai1, TANG Anyi1, HUANG Liying1, ZHAO Youlin2,3, GU Chenya3
Author information +
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摘要

[目的/意义]数字直播是企业开展网络活动的重要方式。通过发现能够使企业数字直播活动创造更大价值的要素或要素组合,并采取多途径增强这些要素,从而达到企业数字直播活动效果提升的目的,这对企业发展有创新指导意义。[方法/过程]选取4个与数字直播活动相关的影响因素作为条件变量,采用活动效果作为结果变量,并结合清晰集定性比较分析与线性判别降维对烟草领域数字直播活动的数据进行组态分析。[结果/结论]研究发现,单个因素并不构成提升数字直播活动效果的必要条件,应考虑不同条件因素的组合;存在游戏辅助型和话题支撑型两条组态路径能改善数字直播活动的效果;这两条路径适用不同的数字直播形式,企业应根据自身需求进行选择并在实践中细化路径。

Abstract

[Purpose/Significance] Digital live streaming is an important way for enterprises to carry out online activities. Incorporating clear set qualitative comparative analysis into the research on improving the effectiveness of enterprise digital live streaming activities is an innovation in the application of configuration analysis methods and a new breakthrough in the field of improving activity effectiveness. By identifying elements or combinations of elements that can create greater value for enterprise digital live streaming activities, and adopting various ways to enhance these element combinations, the goal of improving the effectiveness of enterprise digital live streaming activities can be achieved, which has innovative guiding significance for enterprise development. [Method/Process] Based on the consideration of sample homogeneity, the background data of the digital live streaming activity of Guangxi Zhongyan Industry Co., Ltd. was used as the data source. Four influencing factors related to the digital live streaming activity were selected as conditional variables using literature induction and problem oriented methods, and some conditional variables were assigned values using linear discriminant dimensionality reduction. At the same time, the activity effect was used as the outcome variable, configuration analysis was conducted on digital live streaming activities in the tobacco industry through clear set qualitative comparative analysis, and combined with SOR model and the 4I theory, a configuration path for improving the effectiveness was generated. [Conclusions/Results] Research has found that a single factor does not constitute a necessary condition for improving the effectiveness of digital live streaming activities. There are two configuration paths: game assisted and topic supported, which can improve the effectiveness of digital live streaming activities. The mechanism of action can be summarized as follows: rich topic types are conducive to meeting users' curiosity psychology, topic popularity and game quantity can ensure users' participation in live streaming, and user interaction work is the basic guarantee for improving user retention. Meanwhile, these two paths can be applied to different forms of digital live streaming, and enterprises should choose according to their own needs and refine the paths in practice. In addition, although this article explores the key paths to improve the effectiveness of digital live streaming activities, due to limitations in research samples and industry fields, it has not fully revealed the various factors that affect the effectiveness of digital live streaming, and there is a certain degree of subjectivity in the criteria for assigning variables. Therefore, further revisions and improvements are needed in future research.

关键词

清晰集定性比较分析 / 数字直播 / 组态路径 / 线性判别降维 / 效果提升

Key words

clear set qualitative comparative analysis / digital live broadcasting / configuration path / linear discriminant dimensionality reduction / effect improvement

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潘义概, 唐安妮, 黄丽莹, 赵又霖, 顾陈娅. 基于组态分析的数字直播活动效果提升路径研究. 农业图书情报学报. 2023, 35(2): 61-76 https://doi.org/10.13998/j.cnki.issn1002-1248.23-0086
PAN Yigai, TANG Anyi, HUANG Liying, ZHAO Youlin, GU Chenya. Improving the Effect of Digital Live Broadcasting Activities Based on Configuration Analysis. Journal of Library and Information Sciences in Agriculture. 2023, 35(2): 61-76 https://doi.org/10.13998/j.cnki.issn1002-1248.23-0086

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