直播电商的促销方式与消费者购买意愿关系研究——以感知价值为中介变量  

Research on the Relationship between Promotion Models and Consumers’Purchase Intentions in Live-streaming E-commerce——Taking Perceived Value as a Mediator

作　　者：卢厚义 张帅兵 赵诗雅 张敏 张平改 LU Houyi;ZHANG Shuaibing;ZHAO Shiya;ZHANG Min;ZHANG Pinggai(School of Business Administration,Chaohu University;School of Economics and Law,Chaohu University;School of Electronic Engineering,Chaohu University Chaohu,Anhui 238024)

机构地区：[1]巢湖学院工商管理学院 [2]巢湖学院经济与法学学院 [3]巢湖学院电子工程学院,安徽巢湖238024

出　　处：《商展经济》2023年第19期54-58,共5页Trade Fair Economy

基　　金：国家级大学生创新创业训练计划项目(20231038004);皖维科技创新基金项目(WWFH-202214);巢湖学院学科质量提升工程(Kj22bskc01)等项目资助。

摘　　要：随着网络技术的快速发展,直播电商成为一种新的电商业态。但当下直播电商的促销方式较为混杂。为探究对消费者购买意愿更有影响的促销方式,本文利用多元线性回归模型,以感知价值作为中介变量,分析折扣、满减、赠品三种促销方式对消费者购买意愿的直接影响效果。通过对所收集数据进行线性回归分析,得出在以感知价值为中介变量的购买过程中,赠品促销对消费者的购买意愿影响程度最强,希望此结论能为直播电商企业合理使用促销方式提供参考。With the rapid development of Internet technology,live-streaming e-commerce has become a new form of e-commerce.However,current promotion models of live-streaming ecommerce are miscellaneous.To explore the models that have a greater impact on consumers’purchase intentions,this article uses a multiple linear regression model and employs perceived value as a mediator,to analyze the direct impact of discount promotions,full discount promotions,and gift promotions on consumers’purchase intentions.Through linear regression analysis of the collected data,it was found that in the purchasing process with perceived value as the mediator,gift promotions have the strongest impact on consumers’purchase intentions.Based on this,it provides a reference for live-streaming e-commerce enterprises to use promotion models reasonably.

关 键 词：线性回归模型 消费者购买意愿 直播电商 感知价值 

分 类 号：F713.36[经济管理—产业经济]