电商直播观众的信息处理及购买意愿研究  

A Study on Viewers’ Information Processing and Purchase Intention in Live Streaming Commerce

作　　者：李琪[1] 高夏媛 徐晓瑜[1] 乔志林[1] LI Qi;GAO Xiayuan;XU Xiaoyu;QIAO Zhilin(Xi’an Jiaotong University,Xi’an,China)

机构地区：[1]西安交通大学经济与金融学院,西安市710006

出　　处：《管理学报》2021年第6期895-903,共9页Chinese Journal of Management

基　　金：国家社会科学基金资助青年基金项目(19CGL066);教育部人文社会科学研究规划基金资助项目(18YJA790064)。

摘　　要：基于详尽可能性模型和多重态度理论,对电商直播的信息及环境线索进行梳理,考察电商直播观众的信息处理过程对观众态度及直播购买意愿的影响,并验证了观众冲动性的调节作用。为验证研究假设,收集到395份有效问卷,并运用SmartPLS软件进行实证分析。研究表明:(1)中心线索对用户认知态度影响显著。(2)除主播专业性以外,边缘线索对用户的认知态度和情感态度均有显著影响。(3)与边缘线索相比,中心线索对用户认知态度的影响更大;与认知态度相比,边缘线索对用户情感态度的影响更大。(4)冲动性正向调节直播观众情感态度对购买意愿的影响。Based on the elaboration likelihood model(ELM) and multiple attitude theory, this study develops a research model to investigate the influence of viewers’ information processing on their attitude and purchase intention in live streaming commerce. In addition, the moderating effect of impulsiveness is verified. Using 395 effective questionnaires as empirical data, this study examined the research hypotheses with SmartPLS. The results show that,(1)the central route factor significantly influences users’ cognitive attitude;(2)except streamer expertise, peripheral route factors have a significant impact on users’ cognitive and emotional attitudes;(3)compared with peripheral route factors, the central route factor exerts stronger effect on users’ cognitive attitude;while compared with cognitive attitude, peripheral route factors exert stronger effect on users’ emotional attitude;(4)impulsiveness positively moderates the relationship between emotional attitude and purchase intention.

关 键 词：电商直播 详尽可能性模型 信息处理 冲动性 购买意愿 

分 类 号：C93[经济管理—管理学]