网红直播带货对消费者购买行为的影响研究  

Study on the Impact of Internet Celebrity Live Streaming on Consumer Purchasing Behavior

作　　者：高胜 邓义[1] Gao Sheng;Deng Yi(School of Management,Wuhan Polytechnic University,Wuhan 430048,China)

机构地区：[1]武汉轻工大学管理学院,武汉430048

出　　处：《经济研究导刊》2024年第4期46-49,共4页Economic Research Guide

摘　　要：通过研究网红直播这一购物场景中的两大要素(网红特征、直播内容)对消费者购买行为的影响,得出以下结论:网红知名度、网红个人魅力、直播氛围对冲动消费行为有显著正向影响,网红专业度与冲动消费呈显著负相关、与目的性消费显著正相关;除此之外,产品优惠力度对目的性消费、冲动性消费均有显著正向影响。By studying the impact of two major elements(internet celebrity characteristics and live streaming content)on consumer purchasing behavior in the shopping scene of internet celebrity live streaming,the following conclusions are drawn:internet celebrity popularity,personal charm of internet celebrities,and live streaming atmosphere have a significant positive impact on impulse consumption behavior,while internet celebrity professionalism is significantly negatively correlated with impulse consumption and significantly positively correlated with purposeful consumption;in addition,the degree of product discounts has a significant positive impact on both purposeful and impulsive consumption.

关 键 词：网红直播 消费者 购买行为 

分 类 号：F252[经济管理—国民经济]