店铺直播消费者在线购买意愿的影响机制研究  

Research on Online Purchase Intention of E-commerce Live Broadcast From the Perspective of Relationship

作　　者：李茸 高学敏[2] 毕雯雯[2] LI Rong;GAO Xuemin;BI Wenwen(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China;School of Economics and Management,Yan’an University,Yan’an 716000,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]延安大学经济与管理学院,陕西延安716000

出　　处：《哈尔滨商业大学学报（社会科学版）》2023年第6期87-96,共10页Journal of Harbin University of Commerce:Social Science Edition

基　　金：国家自然科学基金项目“NFT如何赋能实体营销?多级市场流转视角下NFT对消费者实体产品购买行为的影响研究”(72372010);教育部后期项目“数字时代下的顾客关系管理体系研究”(21HJQ087)。

摘　　要：店铺直播是一种常见的电商直播模式,从互动关系视角构建店铺直播主播特征影响在线购买意愿的机制模型,将主播特征分为专业性、吸引力、互动性和可信性四个维度,通过对359个样本的调查与分析,研究发现:主播专业性、吸引力、互动性正向影响在线购买意愿,可信性对在线购买意愿的影响不显著;快速关系在主播专业性、吸引力、互动性正向影响购买意愿的关系中发挥着部分中介作用;主播形象与产品匹配性在主播特征影响快速关系、购买意愿的关系中发挥着调节作用,随着匹配性的提升,主播吸引性影响快速关系、购买意愿的关系得到加强,但匹配性对主播专业性、互动性、可信性影响快速关系、购买意愿的关系没有显著调节作用。Anchors play a key role in store e-commerce livestreaming.The study constructs a mechanism model of how anchor characteristics influence consumers’online purchase intention from the perspective of the relationship interaction.The characteristics of e-commerce anchors are divided into four dimensions of professionalism,attractiveness,interactivity and credibility.Based on the questionnaire and the empirical analysis,the research finds:The professionalism,attractiveness and interactivity but not Credibility guanxi;Swift guanxi plays a mediating role in the relationship between anchor characteristics and consumer purchase intention;Matching between anchor image and product plays a moderating role,with the improvement of matching,the relationship between anchor attractiveness and swift guanxi,purchase intention is strengthened.However,matching has no significant moderating effect on the relationship between professionalism,trustworthiness and interactivity affect the swift guanxi,purchase intention.

关 键 词：店铺直播 主播特征 快速关系 在线购买意愿 主播形象与产品匹配性 

分 类 号：F724.6[经济管理—产业经济]