直播带货体验对消费者购后行为倾向的影响研究——关系质量作为中介变量  

How Live Streaming Shopping Experience Impacts Consumers’Post-Purchase Behavior Tendency:Using Relationship Quality as a Mediating Variable

作　　者：梁影 LIANG Ying(School of Business Administration,Guangxi University,Nanning,Guangxi 530000)

机构地区：[1]广西大学工商管理学院,广西南宁530000

出　　处：《中国商论》2024年第3期79-83,共5页China Journal of Commerce

摘　　要：移动互联网的发展使直播带货成为一种新型电商方式,由于具有实时互动、边看边买、真实展示商品、优惠福利多等特征,受到越来越多消费者的青睐。在此背景下,本文研究直播带货体验如何通过关系质量影响顾客购后行为倾向,主要运用问卷调查和结构方程模型的方法,结果表明主播专业、主播魅力、主播互动、优质内容、激励机制对顾客满意、顾客信任、顾客承诺、顾客购后行为倾向的影响不同。本文的研究结论可提升企业和直播者改善直播、提高消费者直播购买力或再次回购力度。With the development of mobile internet,live delivery has become a new way of e-commerce.It is favored by more and more consumers because of its real-time interaction,buying while watching the broadcast,a real display of goods,preferential benefi ts,and other characteristics.In this context,this article studies how the live experience aff ects customers’post-purchase behavioral tendencies through relationship quality.It mainly uses the methods of questionnaire and structural equation model.The results show that the professionalism,personal charm,interaction of the live broadcasters,the high-quality broadcasting content,and the incentive mechanism have diff erent impacts on the customers’satisfaction,customer commitment,and customer post-purchase behavior tendency.The research conclusions of this article can improve the live broadcasting eff ect of enterprises and live broadcasters,the procurement volume,and the repurchase intention of consumers.

关 键 词：直播带货 顾客满意 顾客信任 顾客承诺 消费体验 购买意愿 顾客购后行为倾向 

分 类 号：F724.6[经济管理—产业经济] F063.2