电商主播属性对消费者在线购买意愿的影响——基于扎根理论方法的研究  

Impacts of E-Commerce Anchor Attributes on Consumers’Willingness to Buy Online:Research Based on the Grounded Theory

作　　者：韩箫亦 许正良[1] Han Xiaoyi;Xu Zhengliang(Management School,Jilin University,Changchun 130022,China)

机构地区：[1]吉林大学管理学院,吉林长春130022

出　　处：《外国经济与管理》2020年第10期62-75,共14页Foreign Economics & Management

摘　　要：电商主播作为直播营销模式的核心,对消费者在线购买意愿具有重要的影响作用。本文基于扎根理论质性研究,通过对68名具有一定电商直播观看经验的用户进行访谈,并获取其原始记录作为文本资料,构建了电商主播属性对消费者在线购买意愿影响的理论模型,明确了电商主播属性、消费者内在状态和消费者在线购买意愿等在电商直播语境下的概念内涵。本研究丰富了电商主播属性对消费者在线购买意愿影响的背后机制,并为电商企业和主播在实践中提高消费者购买欲望提供了一定的参考。With the booming development of e-commerce live broadcasting,e-commerce anchors,as the main body of this model,play an increasingly important role.However,due to the proliferation of e-commerce anchors in a short period of time,many problems have arisen,such as the uneven standard of the anchor broadcast,broadcast content homogenization and other serious phenomena.In the long run,it will not only cause aesthetic fatigue among consumers,resulting in a stereotypical impression of the group of e-commerce anchors,but also seriously affect consumers’online shopping experience,ultimately reducing their desire to buy.The fundamental reason for this is that companies and businesses lack a clear understanding of the inherent attributes of e-commerce anchors.Which attributes can stimulate consumers’emotions and change their perceptions,thus increasing their interest in the product and their willingness to buy it?Based on this,this study explores the mechanism of the influence of e-commerce anchor attributes on consumers’online purchase willingness.In practical terms,exploring the attributes of e-commerce anchors can not only help them improve their ability to broadcast,but also guide them to better serve their customers and ultimately help e-commerce companies gain higher profits.From a theoretical point of view,research on e-commerce anchors focuses on the marketing strategy and future development direction of their e-commerce platforms,or simply classifies e-commerce anchors as netizens and opinion leaders,but does not treat them as the main research subject for in-depth exploration.Therefore,this study focuses on the role of ecommerce anchor attributes on consumers’willingness to buy online,using the qualitative research method of the Grounded Theory and interviewing 68 users with some experience of watching live ecommerce broadcasting to obtain original records as text data.On the basis of interview materials,this paper re-discusses the relationship between e-commerce anchor attributes and consumers’online pu

关 键 词：扎根理论 电商主播属性 消费者内在状态 消费者在线购买意愿 

分 类 号：F270[经济管理—企业管理]