基于扎根理论的电商直播消费者行为意愿形成机理研究  

Research on the Mechanism of Consumer Purchase Behavior of Live Streaming Commerce Based on Grounded Theory

作　　者：刁雅静[1] 杨倩 吴嘉辉 王志英[1] 葛世伦[1] DIAO Yajing;YANG Qian;WU Jiahui;WANG Zhiying;GE Shiun(School of Economics and Management,Jiangsu University of Science and Technology,Zhenjiang 212100,China)

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212100

出　　处：《信息系统学报》2023年第2期20-33,共14页China Journal of Information Systems

基　　金：国家自然科学基金面上项目(72074101);江苏省社会科学基金项目(22GLB037);江苏高校哲学社会科学研究重大项目(2020SJZDA065)。

摘　　要：电商直播是一种新兴的购物形式,然而电商直播的众多因素影响消费者行为意愿的内在机制尚不明晰.本文基于扎根理论通过对参与直播用户的深度访谈和直播间弹幕评论的分析,构建了电商直播消费者行为意愿形成机理的理论模型.研究结果明确了直播间刺激因素、消费者内在状态和消费者的购买意愿之间的关系内涵,并提出了直播间消费者共同体验的内在机制.本文的研究结论丰富了直播购物的相关理论,并为电商直播平台和商家提供了实践指导.Live streaming commerce is a new form of shopping.More and more platforms and businesses are trying to promote and sell products through live streaming.Based on the grounded theory,this study constructs a theoretical model of the mechanism of live streaming commerce on consumers'purchase behavior by analyzing the in-depth interview data of users participating in the live streaming and the danmaku comments in the live streaming room.The factors that promote purchase behavior in the model include live streaming interaction factors(anchor interaction,others interaction and platform interaction)and situational factors(physical situation and psychological situation);Consumer related behavioral responses include willingness to plant grass,willingness to participate,willingness to share and willingness to buy.The results clarify the relationship between the stimulating factors,consumers'internal state and consumers'purchase behavior,and put forward the intermediary mechanism of consumers'shared attention state in the live streaming room.The research conclusions of this paper enrich the relevant theories of live streaming shopping,and provide practical guidance for live streaming commerce platforms.

关 键 词：电商直播 扎根理论 共同体验 

分 类 号：F724.6[经济管理—产业经济]