电商直播间弹幕信息质量对消费者购买意愿的影响路径——购物导向与主播知名度的调节作用  

Impact Path of Bullet-Screen Comments Information Quality on Consumers’Purchase Intention in E-Commerce Live Streaming:the Moderating Effect of Shopping Orientation and Streamer Popularity

作　　者：刘承林 刘鲁川[1,3] 孙凯 Liu Chenglin

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]山东青年政治学院现代服务管理学院,山东济南250103 [3]山东财经大学东方学院,山东泰安271000

出　　处：《情报理论与实践》2023年第11期143-153,共11页Information Studies:Theory & Application

基　　金：国家自然科学基金项目“信息过载背景下社交媒体用户的负面情绪与消极使用的发生机理研究”(项目编号:71774101);山东省社会科学规划研究项目“电商直播对在线观看消费者购买意愿的影响机理研究”(项目编号:21CPYJ23)的成果。

摘　　要：[目的/意义]电商直播间是多信息源交互的复杂信息环境,弹幕评论是其中重要的信息源。探究电商直播间弹幕信息质量对消费者购买意愿的影响路径,有助于理解弹幕信息对消费者决策的影响机制,促进平台和商家营销策略和服务的改善。[方法/过程]基于详尽可能性模型构建电商直播间弹幕信息质量对消费者购买意愿的影响路径模型。借助结构方程模型,通过643位电商直播用户的调查数据验证研究假设。[结果/结论]中心路径的弹幕内在信息质量和边缘路径的弹幕表征信息质量,能够通过影响消费者的感知功利和感知归属进而影响其购买意愿。消费者的购物导向影响着消费者感知价值形成过程中对不同路径信息质量处理的详尽可能性。消费者购物导向和主播知名度在消费者感知功利和感知归属对购买意愿的影响关系中起调节作用。[Purpose/significance]E-commerce live streaming is a complex information environment with multiple information sources interacting,in which bullet-screen comments are an important information source.Exploring the influence path of bulletscreen information quality on consumers’purchase intention in e-commerce live streaming is helpful to understand the influence mechanism of bullet-screen information on consumers’decision making and promote the improvement of marketing strategies and services of platforms and merchants.[Method/process]Based on Elaboration Likelihood Model,this study constructs a path model for the impact of bullet-screen information quality on consumers’purchase intention in e-commerce live streaming.With the help of structural equation model,the research hypothesis was verified by the survey data of 643 e-commerce live streaming users.[Result/conclusion]The results show that the intrinsic information quality of the bullet-screen in the central path and the representational information quality of the bullet-screen in the edge path can affect consumers’purchase intention by influencing their perceived utilitarian and perceived belonging.Consumers’shopping orientation affects the elaboration likelihood of information quality processing in different paths during the formation of consumers’perceived value.Consumer shopping orientation and streamer popularity play a moderating role in the relationship between consumers’perceived utilitarian and perceived belonging and their purchase intentions.

关 键 词：电商直播 弹幕信息质量 详尽可能性模型 消费者价值理论 购物导向 主播知名度 

分 类 号：F724.6[经济管理—产业经济] F713.55