直播产品相关信息对消费者信任和购买意愿的影响  

Impacts of Live-Streaming Product-related Information on Consumer’s Trust and Purchase Intention

作　　者：贾岷江 JIA Minjiang(School of Tourism and Culture Industry,Chengdu University,Chengdu 610106,China)

机构地区：[1]成都大学旅游与文化产业学院,四川成都610106

出　　处：《北京邮电大学学报（社会科学版）》2024年第4期46-58,共13页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：为了解直播环境下不同产品的相关信息对消费者信任和购买意愿的影响,对国内直播购物者的调查和结构方程模型分析发现:(1)体验品的质量信息、使用信息和评价信息显著正向影响消费者对直播人员的信任,产品相关信息对产品信任无显著影响,仅有直播人员信任显著正向影响消费者的购买意愿;(2)搜寻品的制造商信息、使用信息和评价信息显著正向影响消费者对直播人员的信任,使用信息显著正向影响消费者对产品的信任,两类信任和产品质量信息均显著影响消费者的购买意愿;(3)两类产品的生产信息和优惠政策对消费者的直播人员信任和产品信任均无显著影响。建议直播人员重视产品质量信息、使用信息和评价信息的沟通,避免对产品生产信息和优惠政策的过度宣传。To understand the impacts of information related to different products in the live-streaming environment on consumer’s trust and purchase intention,conclusions are drawn from the domestic survey questionnaires and structural equation model analysis.(1)Information regarding quality,usage and comment of the experience product has a significant positive impact on consumer’s trust in live streamers.However,product information does not have a significant impact on consumer’s trust in this type of product.Only trust in live streamers has a significant positive effect on consumer’s purchase intention.(2)Information related to manufacturer,usage and comment of the search product has a significant positive impact on consumer’s trust in live streamers.Specifically,usage information has a significant positive impact on consumer’s trust in the product.Both types of trust as well as product quality information significantly influence consumer’s purchase intention.(3)The production-related information and preferential policies of both types of products do not have a significant impact on consumer’s trust towards either live streamers or products themselves.Therefore,live streamers should focus on information about product quality,usage,and evaluation,and avoid excessive promotion of production information and preferential policies.

关 键 词：产品信息 搜寻品 直播人员信任 直播产品信任 购买意愿 

分 类 号：F49[经济管理—产业经济]