直播平台中网红特质对粉丝购买意愿的影响  

A Study on the Impact of Influencers on Fans'Purchase Intention in Live Broadcasting Platform

作　　者：陈海权[1] 张镒 郭文茜 CHEN Hai-quan;ZHANG Yi;GUO Wen-xi(School of Management,Jinan University,Guangzhou 510632,Guangdong,China;School of Business Administrative,Guangdong University of Finance,Guangzhou 510310,Guangdong,China)

机构地区：[1]暨南大学管理学院,广东广州510632 [2]广东金融学院工商管理学院,广东广州510310

出　　处：《中国流通经济》2020年第10期28-37,共10页China Business and Market

基　　金：国家社会科学基金重大项目“国际法与国内法规视野下的跨境电子商务建设研究”(17BGL124)。

摘　　要：如何提升粉丝的购买意愿是直播平台高效引流转化的重要问题,但学术界鲜有文献研究。网红作为直播平台中达成交易的重要一环,如何对粉丝购买意愿产生影响亟待学者探索。因此,以直播网红为研究对象,基于感知价值理论,探讨直播平台中网红个人特质对粉丝购买意愿的作用机理具有较强的现实意义。在运用SPSS 22.0和AMOS 18.0软件对收集到的415份有效问卷进行样本统计分析、信效度分析和回归分析基础上,采用定性分析的方法,根据网红个人特质,融合意见领袖和专家的观点,将网红特质分为知名度、互动性、产品涉入度、创新性四个维度,通过回归分析证明了网红的个人特质越明显,越有利于增强粉丝的购买意愿,并验证了粉丝的感知价值在网红特质和粉丝购买意愿之间起到的中介作用,即网红的个人特质表现得越明显,粉丝对其推荐商品的功能感知价值、情感感知价值、社会感知价值越高,越有利于粉丝们产生购买意愿。直播平台中网红个人特质对粉丝购买意愿的作用机理进一步解释了感知价值在网红推荐粉丝购买过程中的作用,有利于指导网络直播平台重视对网红个人特质的塑造;除了维持网红与粉丝的良性互动和提升网红的知名度之外,网红个人更应注重增强产品涉入度,培养营销创新性,从而推动商业生态系统的可持续发展。How to improve the purchase intention of fans has become an important issue of efficient diversion and transformation in the live broadcasting platform;but at present,there is little literature focusing on the impact of influencers on the fans’purchase intention.As the important link in live broadcasting platform transaction,the role of the influencers in this should be explored.Therefore,based on the perceived value theory,the authors take influencers in the live broadcasting platform as the research object,explore the mechanism that how do influencers’characteristics promote fans’purchase intention,which is of great practical significance.The authors carry out analyses of reliability and validity of statistical analysis and regression analysis with 415 valid questionnaires collected using the SPSS 22.0 and AMOS 18.0.First of all,according to the influencers’personal characteristics,the authors adopt qualitative analysis and combine with the characteristics of opinion leaders and experts to draw a conclusion that influencers’characteristics can be divided into four dimensions:popularity,interaction,the degree of product involvement,and innovativeness.With the help of regression analysis,it is found that the more obvious the influencers’personal characteristics,the more conducive to enhance fans'intentions to purchase.Further,the authors prove that the perceived value plays an intermediary role between the two factors.That is to say,the more obvious the influencers’personal characteristics,the higher perceived value of function,emotion,and society,and the more favorable it is for them to encourage the fans to have purchase intention.This influencing mechanism further explains the role of perceived value.It also helps to guide the platform to pay attention to the shaping of influencers’personal characteristics:in addition to maintaining the positive interaction between influencers and fans and improving the popularity of them,the influencers should also pay more attention to enhancing product invol

关 键 词：网红 直播平台 购买意愿 感知价值 互动 

分 类 号：F274[经济管理—企业管理]