[关键词]
[摘要]
本文基于SOR模型和信息源特性理论,将电商主播特性概括为专业性、可信性、吸引力和议价能力,应用情境问卷调研和结构方程模型,探讨了电商主播特性对消费者观看意愿和购买意愿的影响,并分析了感知购物价值以及感知风险在其中发挥的作用。结果显示,主播的专业性、吸引力和议价能力对消费者感知购物价值有显著正向影响,可信性对感知风险有显著负向影响;享乐价值感知对观看意愿有显著正向影响,而实用价值感知对购买意愿有显著正向影响,对观看意愿则有显著负向影响;消费者的观看意愿对购买意愿有显著正向影响,提高消费者的观看意愿可以进一步增强其购买意愿。本文丰富了直播电商场景中消费者行为意愿的相关研究,同时也为直播电商行业实践提出了参考建议。
[Key word]
[Abstract]
Based on the SOR model and Information Source Characteristics theory, this paper summarizes live streamers’ characteristics as professionalism, trustworthiness, attractiveness, and bargaining power. Applying contextual questionnaire research and structural equation modeling, this study explores the influence of live streamers’ characteristics on consumers' watching and purchase intentions. It also analyzes how perceived shopping value and perceived risk play a role in this process. The results show that the professionalism, attractiveness, and bargaining power have a significant positive effect on consumers' perceived shopping value, while credibility has a significant negative effect on perceived risk. And perceived hedonic value has a significant positive effect on watching intention, while perceived utility value has a significant positive effect on purchase intention and a significant negative effect on watching. Meantime, the results highlight consumers' watching intention has a significant positive effect on purchase intention and improving consumers' viewing intention can further enhance their purchase intention.
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[基金项目]
基于福利效应评价的算法治理研究,国家自然科学基金项目(面上项目,重点项目,重大项目)