电商主播信息源活跃度对消费者购买意向的影响——基于Hovland说服理论的实验研究  

The influence of e-commerce anchor information source dynamism on consumers′purchase intention:An experimental study based on Hovland′s persuasion theory

作　　者：刘承林 刘鲁川[1,2] 孙凯 孙怡璐[1] LIU Chenglin;LIU Luchuan;SUN Kai;SUN Yilu(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014,China;Dongfang College,ShanDong University of Finance and Economics,Taian 271000,China)

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014 [2]山东财经大学东方学院,山东泰安271000

出　　处：《管理工程学报》2023年第2期60-70,共11页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71774101);山东省社科规划研究项目(21CPYJ23);山东财经大学研究生创新项目(Y20201154)。

摘　　要：本文以Hovland说服理论为依据,通过3个实验探究了电商主播信息源活跃度通过消费者的社会临场感和心流体验对其购买意向的影响,并检验了消费者情绪易感性的调节作用。实验1结果表明:高电商主播信息源活跃度比低电商主播信息源活跃度能引发消费者更积极的购买意向,心流体验在电商主播信息源活跃度和消费者购买意向之间起中介作用。实验2结果表明:消费者的情绪易感性对其购买意向有调节作用,当情绪易感性高时,高电商主播信息源活跃度能够引发消费者更为积极的购买意向;当情绪易感性低时,电商主播信息源活跃度对购买意向的影响不显著。且消费者情绪易感性可以通过心流体验的中介有效地调节电商主播信息源活跃度与购买意向之间的关系。实验3结果表明:在消费者情绪易感性高的情况下,电商主播信息源活跃度对消费者购买意向的影响在心流体验的中介机制下进一步受到社会临场感的中介解释。本研究成果丰富了现有电商直播研究理论,是对消费者行为理论体系的扩展,对商家选取合格主播,提高直播质量,科学开展直播营销具有指导意义。As an emerging business model,e-commerce live streaming ushered in a new development climax during the epidemic prevention period.According to the data,the overall scale of China′s e-commerce live streaming will exceed trillion in 2020,and it is expected to expand to 2 trillion in 2021.In the past 12 months,the number of businesses participating in live streaming on Taobao′s platform alone has increased by more than 220%;since 2020,90%of Tmall′s core businesses have started streaming.Therefore,e-commerce anchor has become a hot occupation.The major e-commerce platforms have launched the measures of head anchor to deal with the traffic dispute.However,the high cost of cooperation,such as commodity link fees and transaction sharing,generated by both head anchor and proxy service providers has undoubtedly greatly squeezed the profits of businesses stationed on the platform.Businesses should choose or cultivate the characteristics of their own anchor,has become a business must face the problem.So,as the anchor of information source in e-commerce live streaming,what impact does its dynamism have on consumers′purchase intention?And how did it affect it?According to the theory of persuasion proposed by Hovland,the persuader,the persuasive information,and the persuasive situation constitute the external stimulus of the persuasive object′s attitude change.The persuasive object,that is,the receiver of the information,does not passively accept the persuasive information.The formation and change of its attitude depend on its own systematic response to the process of external stimulus.Consumer attitude is the psychological tendency of consumers before they treat a certain commodity(or service)or engage in a certain consumption dynamism.The three dimensions of cognition,emotion,and behavior intention can jointly or separately affect the direction of consumption decision-making behavior.In e-commerce live streaming,the anchor,product information,and live streaming situation constitute the external stimulus of consumer

关 键 词：Hovland说服理论 电商主播信息源活跃度 购买意向 社会临场感 心流体验 

分 类 号：C931.6[经济管理—管理学] F713.36