直播购物环境中主播信任影响因素及调节效应  

The influence and moderating effect of trust in streamers in a live streaming shopping environment

作　　者：代祺[1] 崔孝琳 Qi Dai;Xiaolin Cui(School of Management,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026

出　　处：《中国科学技术大学学报》2022年第2期54-66,68,共14页JUSTC

摘　　要：直播购物以其强大实时互动性和用户体验丰富性迅速成为消费者新宠。但是,包括知名主播在内的“翻车”事件频发,不仅使主播声誉受损,更让消费者对主播的信任大打折扣。学术界对直播购物信任的研究主要集中在购买意愿方面,很少从主播角度来专门研究信任的影响因素,且忽略了主播和产品因素、情境因素以及消费者个体特征在其中可能扮演的调节作用。为此,本文引入主播与产品匹配度、直播中的在线评论、网购经验三个调节变量,探讨它们在主播声誉、主播知名度与主播信任之间的调节效应。结果显示:主播声誉和知名度对主播信任有显著正向影响;产品匹配度对主播声誉、主播知名度与主播信任之间关系均起正向调节作用;在线评论对主播知名度与主播信任之间关系起正向调节作用;网购经验对主播声誉与主播信任之间关系起正向调节作用。With its powerful real-time interaction and rich user experience,live streaming shopping has rapidly become consumers'new favorite.However,the frequent"rollover"incidents affecting the reputation of well-known streamers sig-nificantly reduce consumers'trust in the streamers.Academic research on trust in live streaming shopping has thus far mainly focused on purchase motivations.Few studies have focused on the factors influencing trust from the streamer's per-spective,and they have ignored the moderating role of streamers and product factors,situational factors and individual characteristics of consumers.Therefore,this study introduces three new moderating variables–streamer-product match-ing,live streaming online reviews,and online shopping experience–to explore their moderating effects on streamers'reputation,popularity,and trust.The results show that streamers'reputation and popularity have a significant positive im-pact on trust in streamers,and streamer-product matching has a positive moderating effect on the relationship between streamers'reputation,streamers'popularity,and trust in streamers.Online reviews have a positive moderating effect on the relationship between streamers'popularity and trust,while online shopping experience has a positive moderating effect on the relationship between streamers'reputation and trust in streamers.

关 键 词：直播购物 主播 产品匹配度 在线评论 网购经验 主播信任 

分 类 号：F724.6[经济管理—产业经济] F713.55