电商主播关键意见领袖特性对消费者购买的影响研究  

The Impact of Characteristics of E-commerce Anchor as a Key Opinion Leader on Consumers′Purchase Intention

作　　者：赵大伟[1] 冯家欣 ZHAO Da-wei;FENG Jia-xin(School of Management,Harbin University of Commerce,Harbin 150028,China)

机构地区：[1]哈尔滨商业大学管理学院,哈尔滨150028

出　　处：《商业研究》2021年第4期1-9,共9页Commercial Research

基　　金：国家社会科学基金项目“马克思流通理论创新与我国商贸流通效率变革的实现机制及政策研究”,项目编号:18BJY174。

摘　　要：本文基于SOR模型,构建结构方程模型,运用Bootstrap分析方法探讨了作为关键意见领袖的电商主播所具备的特性对消费者购买意愿的影响,以及感知质量、感知风险在其中发挥的中介作用和链式中介作用。研究表明:电商主播特性、感知质量对消费者购买意愿有显著正向影响,但感知风险对购买意愿有显著负向影响;互动性、专业性对感知风险有显著负向影响,对感知质量有显著正向影响;感知质量对感知风险有显著负向影响,感知风险和感知质量在专业性与消费者购买意愿之间起到中介和链式中介作用,且中介效果没显著差异;而魅力性对感知风险和感知质量的影响不显著,且感知质量和感知风险在魅力性与消费者购买意愿中起不到中介作用。Based on the SOR model,this paper constructs a structural equation model,and uses the Bootstrap analysis method to explore the impact of characteristics of e-commerce anchor as a key opinion leader on consumers′purchase intention,as well as the mediating role of perceived quality and perceived risk in it and the chain mediating role.The results show that:characteristics of e-commerce anchor and perceived quality have a significantly positive impact on consumers′purchase intention,but perceived risk has a significantly negative impact on consumers′purchase intention;interactivity and professionalism have a significantly negative impact on perceived risk and a significantly positive impact on perceived quality;perceived quality has a significantly negative impact on perceived risk,perceived risk and perceived quality play a mediating and chain mediating role between professionalism and consumers′purchase intention,and there is no significant difference in mediating effect;however,attractiveness has no significant effect on perceived risk and perceived quality,and perceived quality and perceived risk do not play a mediating role between attractiveness and consumers′purchase intention.

关 键 词：SOR模型 电商主播特性 感知质量 感知风险 购买意愿 

分 类 号：F713[经济管理—产业经济]