电商直播对消费者购买意向的影响--基于扎根理论的研究  

The Impact of E-commerce Live Streaming on Consumers'Purchase Intention:A Study Based on Grounded Theory

作　　者：刘鲁川[1,2] 刘承林 Liu Luchuan;Liu Chenglin(School of Management Science and Engineering,Shandong University of Finance and Economics,Jinan 250014;Dongfang College,Shandong University of Finance and Economics,Taian 271000;School of Modern Service Management,Shandong Youth University of Political Science,Jinan 250103)

机构地区：[1]山东财经大学管理科学与工程学院,济南250014 [2]山东财经大学东方学院,泰安271000 [3]山东青年政治学院现代服务管理学院,济南250103

出　　处：《管理评论》2023年第12期182-189,共8页Management Review

基　　金：国家自然科学基金面上项目(71774101);山东省社会科学规划研究项目(21CPYJ23)。

摘　　要：电商直播为消费者带来新的购物体验,研究电商直播对消费者购买意向的影响作用机理,对提高直播服务质量,促进电商直播商业生态的健康发展具有重要意义。本研究通过对57位消费者的深度访谈,构建了电商直播对消费者购买意向的影响机理模型。研究结果表明,在电商直播情境下,商品因素、主播因素和直播情境因素影响消费者参与电商直播,并在此基础上通过影响消费者的认知态度和情感态度,最终影响消费者的购买意向;同时,消费者的个人内在因素在商品因素、主播因素和直播情境因素对消费者参与直播的影响过程中起调节作用。E-commerce live streaming has brought consumers a new shopping experience.Studying the mechanism of how e-commerce live streaming influences on consumers'purchase intention is of great significance to improve the quality of live streaming service and promote the healthy development of e-commerce live streaming business ecology.Through in-depth interviews with 57 respondents,this study constructs the mechanism model of the influence of e-commerce live streaming on consumers'purchase intention.The results show that,in the context of e-commerce live streaming,commodity factors,streamer factors and live streaming context factors affect consum-ers'engagement in e-commerce live streaming,and on this basis,they will ultimately affect consumers'purchase intention by influen-cing consumers'cognitive attitude and emotional attitude;At the same time,consumers'personal internal factors play a moderating role in the influence of commodity factors,streamer factors and live streaming context on consumers'engagement in live streaming.

关 键 词：电商直播 消费者购买意向 影响因素 扎根理论 说服传播理论 

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