直播电商消费者消费行为产生机制研究——基于双渠道影响视角  

Research on Generation Mechanism of Consumer Consumption Behavior of Webcast E-commerce

作　　者：陶安 王江涛[2] 王京安[2] Tao An;Wang Jiangtao;Wang Jing'an

机构地区：[1]电子科技大学中山学院管理学院,广东中山528402 [2]电子科技大学中山学院,广东中山528402

出　　处：《企业经济》2021年第11期64-71,共8页Enterprise Economy

基　　金：国家社会科学基金重大项目“面向颠覆性技术的基础研究原创突破模式与路径研究”(项目编号:18ZDA103);广东省哲学自然科学项目“移动商务环境下企业信任违背的修复机制研究”(项目编号:GD20XGL41);广东省普通高校重点科研平台和重大科研项目特色创新项目“移动商务用户‘流’体验的影响因素及采纳行为的作用研究”(项目编号:2018YCQ02)。

摘　　要：直播电商是数字化时代企业营销最新发展趋势。基于507份有效问卷,以S-O-R理论为框架,构建包含场景氛围和主播专业能力为自变量的双路径研究模型,采用层级回归分析法进行假设验证。结果表明:场景氛围和主播专业能力对消费者的信任感知和消费行为均有显著正向影响;信任感知对消费行为有显著正向影响;从众行为在信任感知和消费行为间起正向调节作用,并会强化信任感的中介效应。因此,企业应通过场景氛围营造和主播专业能力培养,提升消费者信任感知,并在倡导理性消费和传递企业价值主张的同时,适当利用从众行为,以提升企业营销效果和消费者决策效率。Webcast E-commerce is the latest development trend of enterprise marketing in the digital era.Based on 507 valid questionnaires,this study takes S-O-R theory as the framework,constructs a dual-path research model including scene atmosphere and professional ability of anchors as independent variables and uses the hierarchical regression analysis method to verify the hypothesis.The results show that the scene atmosphere and the professional ability of anchors have significant positive effects on consumer trust perception and consumption behavior.Consumer trust perception has a significant positive effect on consumption behavior.Consumer conformity behavior plays a positive moderating role between trust perception and consumption behavior,and strengthens the mediating effect of trust perception.Therefore,enterprises should enhance consumer trust perception through the creation of scene atmosphere and the cultivation of professional ability of anchors,and make appropriate use of conformity behavior while advocating rational consumption and delivering enterprise value propositions,so as to improve the marketing effect of enterprises and the decision-making efficiency of consumers.

关 键 词：场景氛围 主播专业能力 信任感知 从众行为 消费行为 

分 类 号：F274[经济管理—企业管理]