电商直播中消费者购买意愿影响因素研究——基于双路径模型视角  

Research on the Influencing Factors of Consumer Purchase Willingness in E-commerce Live Broadcasting:Based on the Elaboration Likelihood Model

作　　者：刘军跃[1] 孙华悦 李军锋[1] 陈瑞[1] 张渊 董秋霞 LIU Junyue;SUN Huayue;LI Junfeng;CHEN Rui;ZHANG Yuan;DONG Qiuxia(College of Management,Chongqing University of Technology,Banan Chongqing 400054,China)

机构地区：[1]重庆理工大学管理学院,重庆巴南400054

出　　处：《重庆文理学院学报（社会科学版）》2024年第1期49-60,共12页Journal of Chongqing University of Arts and Sciences（Social Sciences Edition)

基　　金：重庆市社会科学规划项目“社会化电商用户的认知、情感体验与购买意愿研究”(2021NDYB062)。

摘　　要：随着电商直播步入新的风口,其蕴藏的巨大商业潜力受到越来越广泛的关注,消费者购买意愿成为影响电商直播可持续发展的重要因素。研究运用双路径模型(ELM),基于中枢路径和边缘路径构建消费者购买意愿的影响因素,实证分析在电商直播中产品因素与主播特征对消费者购买意愿的影响。研究发现,产品质量、价格优惠性、主播吸引力和主播交互性对购买意愿有显著正向影响,但主播专业性对购买意愿的影响并不显著;在中枢路径下,产品质量和价格优惠性通过实用价值影响消费者购买意愿;在边缘路径下,主播专业性、主播吸引力和主播交互性通过享乐价值影响消费者购买意愿。As e-commerce live streaming enters a new outlet,its huge business potential has received more and more widespread attention,and consumers’willingness to purchase has become an important factor affecting the sustainable development of e-commerce live broadcasting.The Elaboration Likelihood Model(ELM)was used to construct the influencing factor model of consumers’purchase intention based on the central path and the edge path,and an empirical analysis was made on the impact of product factors and anchor characteristics on consumers’purchase intention in e-commerce live broadcast.The study shows that product quality,price concessionality,anchor attractiveness and anchor interaction have significant positive effects on the purchase intention,but the impact of anchor professionalism on purchase intention is not significant.Under the central path,product quality and price concessionality affect consumers’purchase willingness through practical value;under the edge path,anchor professionalism,anchor attraction and anchor interaction affect consumers’purchase intention through hedonic value.

关 键 词：电商直播 双路径模型(ELM) 感知价值 购买意愿 

分 类 号：F713.36[经济管理—产业经济]