直播体验对品牌传播的影响机制研究——网络口碑和消费者参与的中介效应

With the rapid development of live streaming industry, live streaming has increasingly become an important tool and strategy for brand communication and product promotion. Through questionnaires, this paper explores the influencing mechanism of consumers' brand live streaming experience including information experience, entertainment experience and interactive experience that created by enterprises on brand communication. This paper constructs a theoretical model that can reflect the relationship between live streaming experience and brand communication, and further explains the critical path of brand communication in live streaming. Through 374 questionnaires, this study tests research hypotheses with SPSS. The research indicates the positive effect of brand live streaming experience on brand communication, and analyzes the mediating role of online word-of-mouth and consumer engagement. According to the research results, we provide relevant suggestions for enterprise brand construction in the context of online live streaming.