直播带货型网红特质对消费者购买行为影响研究  

Research on the Influence of Characteristics of Live-streaming Marketing Weblebrities on Consumers’Purchase Behavior

作　　者：刘晓云[1] 严曼 梁晨 LIU Xiao-yun;YAN Man;LIANG Chen(School of Business,Anhui University,Hefei 230039,China)

机构地区：[1]安徽大学商学院,合肥230039

出　　处：《重庆工商大学学报（社会科学版）》2023年第6期1-13,共13页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：安徽省高等学校科学研究项目(2022AH050047)“大数据驱动的安徽省县域科技创新能力评价研究”。

摘　　要：基于ABC消费态度理论,将直播带货型网红个人特质分为专业性、可信性、互动性和吸引力,构建直播带货型网红特质对消费者购买行为影响的研究模型,研究网红特质对消费者冲动性购买和目的性购买的影响机理。通过网络问卷调查收集数据,运用Spss Statistics 26.0和Amos 24.0对收集到的问卷进行数据分析和假设检验。研究结果表明:消费者认知性态度在直播带货型网红的专业性、互动性和吸引力与消费者目的性购买和冲动性购买之间存在中介效应;消费者情感性态度在网红的专业性、互动性与目的性购买之间存在中介效应。Based on ABC consumer attitude theory,the personal characteristics of live-streaming marketing weblebrities were divided into professionalism,credibility,interactivity,and attraction,and a research model was constructed to investigate the influence of characteristics of live-streaming marketing weblebrities on consumers’purchasing behavior to study the influence mechanism of the characteristics of live-streaming marketing weblebrities on consumers’impulse buying and purpose buying.The data were collected through online questionnaires,and Spss Statistics 26.0 and Amos 24.0 were used to analyze the collected questionnaires and conduct hypothesis testing.The results show that there is a mediating effect of consumer cognitive attitudes between the professionalism,interactivity,and attractiveness of live-streaming marketing weblebrities and consumers’impulse buying and purpose buying;and there is a mediating effect of consumer affective attitudes between the professionalism and interactivity of weblebrities and consumers’purpose buying.

关 键 词：社会化媒体 ABC消费态度理论 认知性态度 情感性态度 冲动性购买 目的性购买 

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