带货主播的市场素养及其对消费者购买意愿的影响  

The Marketplace Literacy of the Streamer and its Impact on Consumers’Purchase Intention

作　　者：李光明[1] 闫佳悦 LI Guang-ming;YAN Jia-yue(School of Business,Hohai University,Nanjing 211100,China)

机构地区：[1]河海大学商学院,南京211100

出　　处：《哈尔滨商业大学学报（社会科学版）》2023年第4期59-70,共12页Journal of Harbin University of Commerce:Social Science Edition

摘　　要：主播作为直播带货核心,其市场素养可能对消费者的购买行为起到至关重要作用。基于信息源信度模型构建主播市场素养对消费者购买意愿的影响机理模型,通过调查问卷收集数据,运用多元回归方法对模型进行检验。研究结果表明:带货主播的市场素养(基础知识、直播技能、概念知识)显著正向影响消费者的体验价值(实用性价值、享乐性价值)和购买意愿,其中基础知识对消费者实用性价值影响最大,概念知识对消费者享乐性价值影响最大;信息性影响易感性在主播市场素养和消费者购买意愿之间起到正向调节作用。The marketplace literacy of streamers,as the core of live-streaming with goods,may play a crucial role in consumers’purchase.Based on the information source credibility model,this study constructs a mechanism model of the influence of streamer marketplace literacy on consumers’purchase intention.The data were collected through questionnaires and the model was tested using multiple regression methods.The results show that the marketplace literacy(basic knowledge,live streaming skills,and conceptual knowledge)of lead streamers significantly and positively affects consumers’experience value(practical value,hedonic value)and purchase intention,with basic knowledge having the greatest impact on consumers’8 practical value and conceptual knowledge having the greatest impact on consumers’hedonic value;informational influence susceptibility plays a The research findings deepen the understanding of streamer professionalism.The findings deepen the theoretical study of streamer professionalism and its mechanism of action,and at the same time can provide practical guidance for the cultivation of streamers with goods.

关 键 词：直播电商 市场素养 体验价值 购买意愿 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]