直播营销中关系纽带、顾客承诺对消费者在线购买意愿的影响研究  

Research on the Influence of Relationship Ties and Customer Commitment on Consumers’ Online Purchase Intention in Live Streaming Marketing

作　　者：彭宇泓 韩欢 郝辽钢[1] 霍佳乐 王烨娣 PENG Yuhong;HAN Huan;HAO Liaogang;HUO Jiale;WANG Yedi(Southwest Jiaotong University,Chengdu,China)

机构地区：[1]西南交通大学经济管理学院,成都市610031

出　　处：《管理学报》2021年第11期1686-1694,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助青年基金项目(71902129);教育部人文社会科学研究规划基金资助项目(17YJC630036)。

摘　　要：基于社会交换理论,研究不同类型电商直播关系纽带对消费者在线购买意愿的影响及驱动机制,并分析时间压力这一外部环境因素的调节作用。为验证研究假设,收集到459份有效问卷,运用Amos软件进行实证分析。研究表明:电商直播关系纽带对消费者在线购买意愿具有直接正向影响;关系纽带通过顾客承诺的中介作用促进消费者在线购买意愿,其中财务纽带、结构纽带通过计算性承诺促进在线购买意愿,社会纽带通过情感性承诺增强消费者在线购买意愿;时间压力在关系纽带与顾客承诺间发挥调节作用。Based on social exchange theory, this study aims to explore the influence of different types of e-commerce live relational bonds on consumers’ intention of online purchasing and driving mechanism, and to analyze the moderating effect of the external environmental factor of time pressure. In order to verify the research hypothesis, 459 valid questionnaires were collected and conducted empirical analysis using Amos software. The results show that: the e-commerce live streaming relational bonds have a direct positive impact on the online purchase intention of live streaming consumers;The relational bonds promote the online purchase intention of live streaming consumers through the mediating role of customer commitment. Among them, the financial bonds and the structural bonds promote the purchase intention through the computational commitments, and the social bonds enhance consumers’ online purchase intention through affective commitment. Time pressure plays a moderating role between relational bonds and customer commitment.

关 键 词：直播营销 关系纽带 顾客承诺 时间压力 社会交换理论 

分 类 号：C93[经济管理—管理学]