电商直播模式下KOL特征对消费者购买意愿的影响——基于SOR理论  

The Influence of KOL Characteristics on Consumers’Purchase Intention in E-commerce Live Broadcast Mode:Based on SOR theory

作　　者：陈梦茹 CHEN Mengru(School of Humanities and Law,University of Science and Technology Beijing,Beijing 100083,China)

机构地区：[1]北京科技大学文法学院,北京100083

出　　处：《科技和产业》2023年第21期61-68,共8页Science Technology and Industry

摘　　要：关键意见领袖(KOL)特质影响消费者购买意愿的理论模型可为KOL如何获得自我提升、增加客户黏性,从而达到创收以提高工作效率提供实践指导。利用SOR(刺激机体反应)模型,构建KOL特质对消费者购物意愿影响作用的理论模型,采用调查问卷的方式并使用SPSS软件对数据进行分析。实证结果表明,KOL专业度、交互性、推荐一致性以及推荐有用性均对消费者信任产生显著正向影响,消费者的感知信任对KOL推荐效果的发挥影响显著,并且感知信任可以作为中介变量影响KOL的知名度、专业度、交互性、推荐商品的一致性和有用性等特质对消费意愿产生的影响。Constructing a theoretical model of key opinion leaders(KOL)traits influencing consumer purchase intention could provide practical guidance for KOL to improve themselves,increase customer engagement,and achieve revenue generation to improve work efficiency.According to the SOR(stimulus organism respond)model,a theoretical model of the effect of KOL traits on consumers’shopping intentions is constructed.KOL professionalism,popularity,interactivity,recommendation consistency and recommendation usefulness are taken as external environmental stimuli,consumers’perceived trust is taken as internal factors influenced by external stimuli and consumers’purchase intention is taken as a behavioral response.Data is acquired by questionnaire and analyzed by SPSS26.0 to test the bypothesis.The empirical results show that KOL professionalism,interactivity,recommendation consistency and recommendation usefulness all have significant positive effects on consumer trust.Perceived trust of consumers has a significant impact on the performance of KOL recommendation,and perceived trust can be used as a mediating variable to influence the impact of KOL traits on consumption intention.

关 键 词：关键意见领袖(KOL) 直播带货 消费意愿 感知信任 SOR(刺激机体反应)理论 

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